Decontextualizing Consumer Animosity

ABSTRACT

Consumer animosity is a topic that has generated interest among marketing and consumer behavior scholars. Understanding the elements of this phenomenon and how its dynamics play out in the marketplace can give marketers insight for future decision-making activity. The importance of examining consumer animosity lies in both how animosity is developed and the consequences of the animosity. In this study, the authors explore the causes and consequences of focusing events based on the typology developed by Stone (1989). The study provides an analysis of what types of indiscretions (whether the perceived indiscretion was purposeful or unguided with consequences that were intended or unintended) generate higher levels of consumer animosity that could negatively impact firm sales. Thus, findings from a decontextualized consumer animosity study may be applied by any organization hoping to find the causes of animosity directed toward it or its brands.

KEYWORDS:

• Behavioral intention
• consumer behavior
• consumer responses
• cross-cultural marketing
• international marketing
• motivational attitudes
• willingness to buy

APPENDIX

Modified Scales

Consumer Animosity (Adapted from Klein et al., 1998) (Cronbach's Alpha = 0.907)

I would feel upset that Country XYZ caused the death of innocent civilians.

I would resent Country XYZ for killing innocent civilians.

I would find it hard to forgive Country XYZ for killing innocent civilians.

I would feel angry towards Country XYZ.

I would dislike Country XYZ.

Willingness to Buy (Adapted from Klein et al., 1998) (Cronbach's Alpha = 0.921)

Whenever possible, I would avoid buying Country XYZ products.

I would feel guilty if I bought a Country XYZ product.

After hearing about the bombings I would be less willing to buy Country XYZ products.

I would not like the idea of owning Country XYZ products.