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

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

Home country bias in product evaluation: the complementary roles of economic and socio-psychological motives

Consumers often are positively biased in their evaluations of domestic products vs foreign alternatives. This study establishes economic and socio-psychological motives for this home country bias. Building on social identity theory, this paper shows that home country bias is in part driven by a need for self-enhancement. This influence is stronger for consumers who identify more strongly with their own country, and is complementary to the effect of consumer ethnocentrism, which provides an economic motivation for home country bias. The framework is supported in empirical studies conducted in the Netherlands and in the USA. Journal of International Business Studies (2007) 38, 361–373. doi:10.1057/palgrave.jibs.8400269