mantopoulos 2007) as reflected, for example, in preferences for certain countries as trade partners (e.g., Crawford and Lamb 1981;Peng-Er and Chong 2004) and the choice of vacation destinations (Bokszanski 2001).Against this background, the purpose of this article is to explore the consumer affinity construct by combining insights from an interdisciplinary literature review with empirical evidence generated from three complementary, qualitative studies. Our aims are threefold: (1) to provide a conceptual definition of consumer affinity and delineate the construct's domain, (2) to identify the various sources on which consumer affinity might be based, and (3) to offer insights into the behavioral consequences of consumer affinity in terms of consumption behavior. On the basis of this analysis, we formulate a nomological network and specific research propositions to provide a navigation chart for further empirical research on the construct.The notion of affinity is derived from the Latin expression affinitas, meaning "related" or, more literally, "bordering on"; the term is defined as "a spontaneous or natural liking or sympathy for someone or something" (see Oxford English Dictionary, 6th ed.) or as "an attraction to or liking for something [in which] likeness [is] based on relationships or causal connection" (see MerriamWebster's Collegiate Dictionary, 11th ed.). Sociology literature refers to the term "affinity" as "forces that cause one person … to be drawn to, and seek a relationship with, another … based on the latter's attributes" (Hartz, Watson, and Noyes 2005, p. 636).