Do consumers follow the flag? Perceptions of hostility and consumer preferences

Figures & data

Figure 1. Examples of Choice Task for Men and Women Shoppers in the US Sample.

Note: For respondents that identified as female, we displayed images with a different style of t-shirt.

Figure 2. Examples of Choice Task for Respondents in the India Sample.

Table 1. Perception of threat by country (percentage).

Country	Friendly	Neutral	Hostile
US Sample
China	13	38.9	48.1
Thailand	41.6	53.3	5.1
South Korea	58.8	25	16.2
Vietnam	29.4	59	11.7
Malaysia	33.7	61.7	4.6
India	48.8	45.9	5.2
Taiwan	43.7	49.8	6.5
Pakistan	12.4	43.1	44.5
Philippines	46.6	46.8	6.6
N = 1233
India Sample
China	28.1	46.2	25.8
Thailand	52.1	42.6	5.3
South Korea	38.3	51.4	10.3
Vietnam	45	49.3	5.7
Malaysia	59.9	33.5	6.6
Bangladesh	50.8	41	8.2
Taiwan	41.5	50.5	8
Pakistan	19.1	28.2	52.7
Philippines	44.7	49.3	6
Russia	58	34.4	7.6
N = 998

Figure 3. Conjoint with Political Relations (US Sample—T-Shirt).

Note: The hollow circles with blue bars indicate the AMCE and their 95% confidence intervals. The hollow circles without blue bars indicate the baseline attribute. N = 15,435

Figure 4. Conjoint with Political Relations (India Sample—Television).

Note: The hollow circles with blue bars indicate the AMCE and their 95% confidence intervals. The hollow circles without blue bars indicate the baseline attribute. We exclude the brand category to improve the presentation of the results. Brand had a minimal impact on consumer choice. N = 13,485.