Consumer ethnocentrism and consumer animosity: antecedents and consequences

Abstract

Purpose – Consumer ethnocentrism and consumer animosity provide marketing management with two useful concepts to understand the reasons behind consumers’ purchase decisions concerning domestic vs imported products. The purpose of this paper is to investigate the antecedents and consequences of animosity and ethnocentrism within a single model, and respondents’ evaluations of a specific product category are solicited. Design/methodology/approach – The study is conducted within an ideal context for the study of consumer animosity: data were collected in Belgrade shortly after the US-led NATO bombings of 1999. The surveys were carried out in person at the interviewees’ home. The sample was part of a regular omnibus panel composed of 270 adult respondents, of which 92.2 percent agreed to participate. Findings – The findings indicate that animosity and consumer ethnocentrism are distinct constructs. Also consistent with previous research, results obtained confirm that each construct has unique antecedents and consequences. Practical implications – Once consumer animosity and ethnocentrism levels have been measured, managers can then make decisions about whether to promote their country of origin or, alternatively, create more powerful local connections for their products. Thus, the consideration of animosity and ethnocentrism can be part of a firm’s international strategies. Originality/value – Previous studies on consumer animosity have demonstrated through structural equation modeling that the two constructs are distinct and have distinct antecedents, but research has not examined both the antecedents and the consequences of animosity and ethnocentrism in the same study. Thus, this study investigates the antecedents and consequences of animosity and ethnocentrism within a single model.

Effects of the Republic of Serbia's citizens' patriotism and animosity towards the European Union on consumer ethnocentrism

“…This implies consumers' unwillingness to buy a product from a particular country that is perceived as the offending country, independently of consumers' judgments about the quality of the products originating from that particular country. Therefore, consumers may have a positive attitude towards the quality of the products produced in a particular country, but due to their animosity towards that particular country they are unwilling to buy these products (Fernández-Ferrín, Bande-Vilela, Klein & del Río-Araújo, 2015;. It is important to note that there are disagreements among the authors over this particular issue since the findings obtained in some studies show that animosity may also affect product judgments, as well as purchasing decisions (Lee & Lee, 2013).…”

“…Ovaj osećaj implicira izbegavanje kupovine proizvoda iz određene zemlje, pri čemu on ne utiče na potrošačevo negativno rasuđivanje o tim proizvodima. Time, potrošači mogu imati pozitivan stav o kvalitetu datih proizvoda, ali zbog antipatije koju osećaju prema zemlji njihovog porekla, oni izbegavaju kupovinu datih proizvoda (Fernández-Ferrín, BandeVilela, Klein & del Río-Araújo, 2015;. Ipak, važno je istaći da postoje nesuglasice među autorima i po ovom pitanju, budući da je u pojedinim studijama dokazano da animozitet može imati uticaj na rasuđivanje o samom proizvodu, a ne samo na kupovno ponašanje (Lee & Lee, 2013).…”

The Effect of Costumer Ethnocentrism on Tourists’ Purchase Decision

“…Questionnaire items referred to the dimensions of experts. For the customer ethnocentrism dimensions, this study used the dimensions from [16], namely cognitive, affective, and normative, while the dimensions of purchase decisions were from [3], namely product choice, brand choice, dealer choice, purchase timing, purchase amount, and payment method. Questionnaires were then tested their validity and reliability, which after being proven valid and reliable, they were then distributed to respondents.…”

“…The dimensions of Customer ethnocentrism are cognitive, affective, and normative [16]. 1) Cognitive, is a knowledge of the individual against the influence that occurs on foreign competition [17], 2) Affective, Acharya Elliot in [18] suggested that ethnocentrism refers to a group which had positive feelings toward their own group and negative feelings on other groups, 3) Normative, in the concept of customer ethnocentrism, is a great thing to do for the customer with regards to the practice of their consumption, that they should strive to prevent the negative influence from foreign competition [17].…”

Charity begins at home? Setting a future research agenda for national identity and charitable ethnocentrism

“…It is therefore unsurprising that, through a review of studies across North American, European and Asian samples, both nationalism and patriotism have been regularly identified as antecedents to consumer ethnocentrism (Fernández-Ferrín et al, 2015). Conservatism (characterised by a desire to uphold tradition and the social order) has also been shown as leading to ethnocentrism, along with xenophobia and perceived personal and economic threat (Altintaş & Tokol, 2007;Balabanis et al, 2002;Fernández-Ferrín et al, 2015).…”