Wang, W, He, H and Li, Y 2012, 'Animosity and willingness to buy foreign products: moderating factors in decision-making of Chinese consumers' , Asia Pacific Business Review . (In Press)

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Abstract

This study examines empirically how Chinese consumers evaluate and respond to foreign products made in Japan. Specifically, it examines the moderating effects of materialism and susceptibility to normative influence (SNI) on the effects of country-specific animosity on willingness to buy foreign products. The results confirm that the effect of consumers’ animosity is subject to both consumers’ personal values (e.g., materialism) and social influences (e.g., SNI). In terms of willingness to buy foreign products, the negative effect of economic animosity is alleviated by consumers’ materialism, whereas that of war animosity is strengthened by consumers’ SNI. In turn, evidence from this study suggests implications for marketing strategies in developing countries.

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