“…H 1 = Customer animosity affects product judgment negatively and significantly H 2 = Customer animosity affects boycott participation positively and significantly H 3 = Customer animosity affects boycott motivation positively and significantly Previous researches state that product judgment is linked to consumer ethnocentrism (Kuncharin & Mohamed, 2014), word-of-mouth communications (Bone, 1995;Huang, Hsiao, & Chen, 2012), complete multi-attribute products (Ozcan & Sheinin, 2012), consumer prior knowledge and processing strategies (Hong & Sternthal, 2010), product design (Reid, MacDonald, & Du, 2013), and store reputation (Lee & Shavitt, 2006). In this research, product judgement is linked to purchase willingness.…”