Acting on anger: Cultural value moderators of the effects of consumer animosity
The recent rise in protectionism and demonization of foreign countries has increased the risk of brands falling victim to the negative effects of consumer animosity, or strong negative affect directed at a foreign country. We investigate the role of cultural values as moderating the relationship between consumer animosity and willingness to buy. The combined results of a meta-analysis and six experiments in the US and China offer strong evidence that collectivism and long-term orientation mitigate the negative effects of consumer animosity and support the contention that animosity’s effect on willingness to buy is much stronger than on product judgments.
Westjohn, S.A., Magnusson, P., Peng, Y. et al. Acting on anger: Cultural value moderators of the effects of consumer animosity. J Int Bus Stud 52, 1591–1615 (2021). https://doi.org/10.1057/s41267-019-00289-7
Journal of International Business Studies