Understanding Consumer Animosity in the Politicized Global Market: From the Perspective of Young Transnational Consumers

Qinghua Yang, Katy Snell, Wanhsiu Tsai

Research output: Contribution to journalArticle

4 Scopus citations

Abstract

ABSTRACT: Contextualized in the recent territorial dispute between Japan and China, this research examines consumer animosity from the perspective of transnational Chinese consumers. This study provides a multidimensional model of animosity and tests an integrative model that links cultural identification, antecedents (i.e., patriotism, nationalism, and internationalism), and moderators of consumer animosity (i.e., perceived symbolism and perceived threat). Transnational Chinese consumers’ cultural identification was found to significantly influence the mechanisms underlying their animosity against Japanese products.

Original languageEnglish (US)
Pages (from-to)220-236
Number of pages17
JournalJournal of International Consumer Marketing
Volume27
Issue number3
DOIs
StatePublished - May 27 2015

Keywords

  • acculturation
  • China
  • Consumer animosity
  • consumer ethnocentrism
  • Japan

ASJC Scopus subject areas

  • Management Information Systems
  • Marketing

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