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Animosity and willingness to buy foreign products: Moderating factors in decision-making of Chinese consumers

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  • Weiyue Wang
  • Hongwei He
  • Yan Li

Abstract

This study examines empirically how Chinese consumers evaluate and respond to foreign products made in Japan. Specifically, it examines the moderating effects of materialism and susceptibility to normative influence on the effects of country-specific animosity on willingness to buy foreign products. The results confirm that the effect of consumers' animosity is subject to both consumers' personal values (for example, materialism) and social influences (susceptibility to normative influence). In terms of willingness to buy foreign products, the negative effect of economic animosity is alleviated by consumers' materialism, whereas that of war animosity is strengthened by consumers' susceptibility to normative influence. In turn, evidence from this study suggests implications for marketing strategies in developing countries.

Suggested Citation

  • Weiyue Wang & Hongwei He & Yan Li, 2013. "Animosity and willingness to buy foreign products: Moderating factors in decision-making of Chinese consumers," Asia Pacific Business Review, Taylor & Francis Journals, vol. 19(1), pages 32-52, January.
    • Handle: RePEc:taf:apbizr:v:19:y:2013:i:1:p:32-52
    DOI: 10.1080/13602381.2011.640133
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    Cited by:

    1. Hoang, Hung Trong & Bich Ho, Khanh Ngoc & Tran, Trang P. & Le, Truc Quang, 2022. "The extension of animosity model of foreign product purchase: Does country of origin matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    2. José Felipe Jiménez-Guerrero & Juan Carlos Pérez-Mesa & Emilio Galdeano-Gómez, 2020. "Alternative Proposals to Measure Consumer Ethnocentric Behavior: A Narrative Literature Review," Sustainability, MDPI, vol. 12(6), pages 1-16, March.
    3. Beatriz DeQuero‐Navarro & Karine Aoun Barakat & Clifford J. Shultz & Rafael A. Araque‐Padilla & María Jose Montero‐Simó, 2022. "Consumer animosity and perceived cultural distance: Toward mutual well‐being for refugees and host countries," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(4), pages 1496-1524, December.
    4. Kashmala Latif & Abdul Hameed Pitafi & Muhammad Yousaf Malik & Zara Latif, 2019. "Individual Cultural Values and Consumer Animosity: Chinese Consumers’ Attitude Toward American Products," SAGE Open, , vol. 9(3), pages 21582440198, August.

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