Animosity, collective memory, rumor and equity restoration: Consumer reactions to the Holocaust

Abstract

Ethnic groups that have experienced violent and stressful events often have a reaction against the specific aggressor for future generations. This reaction is sometimes manifested in consumer behavior. Building on the Klein, Ettenson and Morris (1998) Animosity Model, this study utilizes depth interviews and netnographic discussion data to demonstrate the role animosity, collective memory, rumor and equity restoration play in consumption behavior among Jewish consumers living in the United States buying German‐made automobiles 60 years after the liberation of the concentration camps. This study shows how some consumers may attempt to respond to distressing ethnic‐related events in the arena of the marketplace. Both cultural and psychological implications are discussed.

Keywords:

• collective memory
• rumor
• holocaust
• ethnicity
• country of origin

Notes

1. In actuality, the Skoda model the poster was referring to is made in the Czech Republic.

2. Note that the authors of this article do not intend to perpetuate any potentially false rumors, but rather use quotes like this one to exemplify the impact that rumor has on consumption behavior.

3. It should be noted that we found no evidence that buying a German car violates Jewish law.