Consumer Animosity and Consumer Ethnocentrism: An Analysis of Unique Antecedents

Consumer animosity is a construct recently introduced to the marketing literature to help marketers better understand the factors that influence consumer attitudes toward foreign products. The present study provides empirical evidence for discriminant validity between this construct and consumer eth...

Full description

Saved in:
Bibliographic Details
Published in:Journal of international consumer marketing 1999-10, Vol.11 (4), p.5-24
Main Authors: Klein, Jill Gabrielle, Ettensoe, Richard
Format: Article
Language:English
Subjects:
Consumer animosity
Consumer attitudes
consumer ethnocentrism
Consumers
Ethnocentrism
Hostility
Japan
Marketing
Marketing management
Multiculturalism & pluralism
Polls & surveys
Regression analysis
Studies
the U.S.A
Trade relations
US imports
Validity
World War II
Citations: Items that this one cites
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Consumer animosity is a construct recently introduced to the marketing literature to help marketers better understand the factors that influence consumer attitudes toward foreign products. The present study provides empirical evidence for discriminant validity between this construct and consumer ethnocentrism. Data from the 1992 National Election Study, a nationally representative survey of U.S. citizens (n = 2225), were analyzed using logit regression. Two key NES questions were used as proxies for the constructs, and unique antecedents were hypothesized. The findings support 11 of 12 hypotheses. Specifically, six antecedents were found to predict consumer ethnocentrism only, while three were unique to consumer animosity. These results show that the profile of the ethnocentric consumer is different from the consumer holding animosity towards a specific exporting nation (in this case, Japan). Theoretical and managerial implications are discussed.
ISSN:0896-1530
1528-7068
DOI:10.1300/J046v11n04_02