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Journal cover: Journal of Consumer Marketing

Journal of Consumer Marketing

ISSN: 0736-3761

Online from: 1984

Subject Area: Marketing

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Consumer animosity and product choice: might price make a difference?


Document Information:
Title:Consumer animosity and product choice: might price make a difference?
Author(s):Annie Peng Cui, (Department of Marketing, West Virginia University, Morgantown, West Virginia, USA), Theresa A. Wajda, (School of Business, Slippery Rock University, Slippery Rock, Pennsylvania, USA), Michael Y. Hu, (Department of Marketing, Kent State University, Kent, Ohio, USA)
Citation:Annie Peng Cui, Theresa A. Wajda, Michael Y. Hu, (2012) "Consumer animosity and product choice: might price make a difference?", Journal of Consumer Marketing, Vol. 29 Iss: 7, pp.494 - 506
Keywords:Consumer animosity, Consumer behaviour, Country of origin, Prices, Willingness to buy
Article type:Research paper
DOI:10.1108/07363761211275009 (Permanent URL)
Publisher:Emerald Group Publishing Limited
Abstract:

Purpose – This study aims to examine animosity's role in determining consumers' product choices. Considerable research attention has been devoted to studying the relationship between animosity and consumers' willingness to buy foreign products. Few studies, however, have considered that individual consumers may harbor varying degrees of animosity toward different countries, thus, differentially affecting their willingness to buy products from these countries. The within-subject comparison of the present study seeks to provide a clearer and cleaner approach to examining the impact of animosity on consumers' preferences for foreign products. Extending this line of inquiry, it also aims to explore the link between consumers' choice of products from high versus low animosity countries at different price levels.

Design/methodology/approach – Two studies were conducted to examine the impact of consumer animosity on product choice. Study 1 contains a survey study, and Study 2 is a full factorial conjoint analysis.

Findings – It is discovered that animosity plays a stronger role in determining consumers' willingness to buy foreign products from high-level animosity countries than from low-level animosity countries. Through conjoint analysis, the paper demonstrates that consumers are willing to make trade-offs between price and animosity.

Originality/value – This study fills a void in the literature by exploring what role animosity plays in determining a consumer's choice of products, particularly when different degrees of animosity are held toward different countries. The within-subject design of this research provides considerable insight on this front. In addition, this study represents an initial attempt to explore the dynamics between animosity and price via a conjoint analysis.



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