Why consumer animosity reduces product quality perceptions: The role of extreme emotions in international crises. Issue 4 (August 2019)

• Record Type: Journal Article
• Authors: Antonetti, Paolo; Manika, Danae; Katsikeas, Constantine
• Is Part Of: International business review. Volume 28:Issue 4(2019:Aug.)
• Page Start: 739
• Page End: 753
• Publication Date: 2019-08
• Subjects: Consumer animosity -- Consumer emotion -- International crisis -- Fear -- Anger -- Contempt -- Disgust; International business enterprises -- Periodicals; 338.8805
• DOI: 10.1016/j.ibusrev.2019.02.003
• Languages: English
• ISSNs: 0969-5931

Abstract

Highlights: We study how distinct negative emotions explain consumer animosity effects. The study focuses on the animosity of Chinese consumers towards Japan. Extreme emotions of disgust and contempt explain animosity effects. Threat emotions of fear and anger do not explain animosity effects. The impact and severity of animosity will depend on the emotions elicited. Abstract: International crises often influence consumers to reject offerings associated with a hostile country. While research has shown that negative emotions mediate the influence of animosity beliefs on consumer behavior, scholars do not examine the specific influence of different discrete emotions. This study extends prior research by demonstrating that extreme negative emotions of contempt and disgust play a key role in explaining the effects of animosity beliefs on behavior. The strength of these emotions results in a degraded image of the target country that is associated with social exclusion and intergroup hatred. In such circumstances, animosity also reduces product quality perceptions and is extremely difficult to manage. The best strategy is to eliminate any connection between the country of origin and the relevant offering. The findings of this study suggest that rather than assessing negative emotions in general, managers should consider the specific emotional reactions elicited by the country under examination.