Wang, Weiyue, He, Hongwei and Li, Yan (2013) Animosity and willingness to buy foreign products : moderating factors in decision-making of Chinese consumers. Asia Pacific Business Review, Volume 19 (Number 1). pp. 32-52. doi:10.1080/13602381.2011.640133 ISSN 1360-2381.

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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 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 (for example, materialism) and social influences (susceptibility to normative influence). 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' susceptibility to normative influence. In turn, evidence from this study suggests implications for marketing strategies in developing countries.

Item Type:	Journal Article
Divisions:	Faculty of Social Sciences > Warwick Business School
Journal or Publication Title:	Asia Pacific Business Review
Publisher:	Routledge
ISSN:	1360-2381
Official Date:	2013
Dates:	Date Event 2013 Published
Volume:	Volume 19
Number:	Number 1
Page Range:	pp. 32-52
DOI:	10.1080/13602381.2011.640133
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access

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