An Investigation Into Consumer Animosity Amongst Young Educated Jordanians

Abstract

I n t e r n a t i o n a l J o u r n a l o f M a n a g e m e n t C a s e s 38 AN INVESTIGATIoN INTo CoNSUMER ANIMoSITy AMoNGST yoUNG EDUCATED JoRDANIANS SAEB AL GANIDEH Abstract Purpose -To investigate consumer animosity amongst young Jordanians. Design/methodology/approach -Jordan is a good representative of the Middle East and accordingly the results can be generalised on most young consumers in the Middle East. It is economically and culturally different from countries used in previous research. There is a lack of research conducted in the Middle East about consumer animosity. The young people comprise a large percentage of the population. The sample was chosen randomly from students who were doing their first degrees in three government universities. Findings -This study showed that feelings of consumer animosity exist among the young educated Jordanian consumers. Moreover, the results of this study concluded that young Jordanians show the strongest animosity forwards the U.S.A. The results of this study concluded that animosity does not influence product judgments. In addition, this study concluded that disliking the country doesn't necessary imply disliking its products and disliking owning them. Originality/value -There will be a wide population (especially researchers, domestic marketers in Jordan and international marketers who are concerned with doing business in the small kingdom and the whole Middle East) interested in the findings of this study from different positions.

Explaining the boycott behavior: A conceptual model proposal and validation

“…Al Ganideh (2008); Al Ganideh & Elahee (2014); Abdul‐Latif and Abdul‐Talib (2015); Feng & Yu (2016); Cossío‐Silva et al (2019).…”

“…Some studies (Cossío‐Silva et al, 2019; De Nisco, Mainolfi, Marino, & Napolitano, 2013; Hyun & Fairhurst, 2017; Rose, Rose, & Shoham, 2009) have shown that consumer animosity is a determining factor in the intention to stop buying certain products. Al Ganideh (2008) empirically examines segments of consumers within the Jordanian society who harbor heightened feelings of animosity towards the United States and its products. We therefore posit that:Hypothesis Consumer animosity towards the boycott object has a positive effect in boycott intention.…”

Antecedents to Consumer Ethnocentrism: A Fuzzy Logic-Based Analysis Study

“…Surprisingly, Al Ganideh et al (2007) found that world-mindedness has positive significant influence on consumer ethnocentrism for a student sample in Jordan. Overall, the advantages of examining socio-psychological antecedents such as dogmatism, conservatism and worldmindedness to consumer ethnocentrism lie in the opportunities of segmenting consumers based on their favorable and unfavorable disposition to foreign products and could help to know more regarding the sources of consumer ethnocentrism phenomenon (Caruana and Magri 1996;Ruyter et al 1998;Shankarmahesh, 2006;Al Ganideh et al 2007). It is known that differences between consumers in different countries still exist due to diversities in culture.…”

“…The CETSCALE is the most widely used instrument to examine consumer ethnocentric tendencies (Klein et al 1998). It became a part of any company's tracking studies of consumer attitudes in domestic and foreign markets (Al Ganideh et al 2007). International companies and organizations could use the CETSCALE as part of their periodic tracking studies (Shimp and Sharma, 1987).…”

Can Country Image Change after Likable Incident? The Case of Chile Miners’ Rescue Operation and the Middle East Consumers

“…COO could work to a product's disadvantage (Hoyer & MacInnis, 2001). For example, consumers in developing countries were found to prefer products sourced from developed countries to products originating from developing countries (i.e Kaynak, Kara & Nakip, 1995;Bhuian, 1997;Okechuku & Onyemah, 1999;Kaynak & Kara, 2002;Ryan, 2008;Al Ganideh, 2008). Based on the country's image, international marketers can accentuate COO information if a country's image is favorable and downplay COO information if its image is unfavorable (Ahmed et al, 2004).…”