Chinese Consumers’ Animosity toward Korea, Japan, US and Its Impact on Purchasing Behavior: Differences by Consumer Lifestyles and Target Countries

Ahn, Jong Seok

doi:10.14365/ibj.2015.26.2.7

Cited by 1 publication

(5 citation statements)

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“…A comparison of the studies by Leong et al (2008) and Ettenson and Klein (2005) shows that while their findings on the effects of situational and stable animosities are contradictory, the effects of personal and national animosity are similar. In other words, as in the study of Ahn (2014, 2015) and Ahn et al (2014), they showed that personal animosity negatively affects quality evaluation, yet national animosity does not. More recently, Khan et al (2019) found a negative effect of economic animosity on consumers' reactions toward a foreign product based on regret theory, while Antontti et al (2019) found that extreme negative emotions of contempt and disgust play a crucial role in explaining the effect of war animosity on consumer behavior.…”

Section: Theoretical Background and Hypothesesmentioning

confidence: 79%

“…However, if product evaluation is defined as a mixture of cognitive and emotional factors, other results may emerge. Further, a few studies suggest that some of the animosity dimensions positively affect quality evaluation (Ahn, 2014, 2015; Ahn et al , 2014; Eren, 2013; Heinberg, 2017; Lee, 2018). Although we do not find empirical evidence to support this notion here, future studies could investigate under what conditions this might happen.…”

Section: Discussionmentioning

confidence: 99%

“…For example, Ahn (2014Ahn ( , 2015 and Ahn et al (2014) show that Chinese consumers' personal animosity has a negative effect on quality evaluation, but national animosity does not, suggesting that personal animosity may have a greater effect on consumers' beliefs and attitudes toward foreign products than national animosity. Similarly, Leong et al (2008) measured animosity as either personal situational animosity or national stable animosity according to the classification of Jung et al (2002).…”

Section: Consumer Animosity and Quality Evaluationmentioning

confidence: 99%

“…Despite our contributions, this study also presents some limitations and thus offers fruitful avenues for future research. First, while further comparative studies on personal and national animosity are necessary, such direct comparisons are rare; thus, further research needs to empirically test this agenda (Ahn, 2014(Ahn, , 2015Ahn et al, 2014). Also, we define product evaluation as quality evaluation.…”

Section: Limitations and Future Researchmentioning

confidence: 99%

“…However, if product evaluation is defined as a mixture of cognitive and emotional factors, other results may emerge. Further, a few studies suggest that some of the animosity dimensions positively affect quality evaluation (Ahn, 2014(Ahn, , 2015Ahn et al, 2014;Eren, 2013;Heinberg, 2017;Lee, 2018 Second, future studies can draw on the literature on country-of-origin (c.f., Shi, Wang, & Liu, 2018) or "brand origin" to account for the fact that many brands, both local and foreign, manufacture their wares in countries other than which they are based using components from other countries (Papadopoulos et al, 2018).…”

Section: Limitations and Future Researchmentioning

confidence: 99%

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The role of subnational cultural value on animosity: the China-South Korea THAAD crisis

Lee

Kim

Jiménez

et al. 2020

CCSM

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PurposeThis study examines the impact of situational and stable animosities on quality evaluation and purchase intention while also testing the moderating effects of within- and cross-country cultural distance. It focuses on the case of the US THAAD missile defense system deployment in South Korea (hereafter, Korea) and investigates how the resulting Chinese consumers' animosity affects their quality evaluation of, and purchase intention toward, Korean cosmetics.Design/methodology/approachThis study utilizes a quantitative approach based on a survey and structural equation modeling. The sample comprises 376 Chinese consumers from 19 Chinese regions.FindingsThe results indicate that both stable and situational animosities are negatively associated with purchase intention toward Korean cosmetics. However, their effects on quality evaluation are different. While stable animosity is negatively related to product quality evaluation, situational animosity has no such negative association. Finally, the cultural distance between Chinese regions and Korea strengthens the negative relationship between stable and situational animosities and purchase intention.Research limitations/implicationsThe study contributes by better unraveling the effects of stable and situational animosities on perceived product quality. The empirical context is unique because it allows the authors to investigate the relationship between Chinese antagonism toward the THAAD deployment in Korea and Chinese consumers' stable and situational animosities in terms of their quality evaluation of, and purchase intention toward, imported Korean cosmetics. Hence, this study contributes to the literature on consumer animosity by empirically testing the moderating effect of within- and cross-country cultural distance on the relationship between stable and situational animosities and purchase intention.Practical implicationsThe study has relevant practical implications, notably for Korean exporters' marketing management and within- and cross-cultural management. The results suggest that countermeasures are needed because Chinese consumers' stable and situational animosities are negatively related to their purchase intention toward Korean cosmetics. Moreover, the findings provide the insight that when foreign firms export culture-sensitive products to a large, multicultural country, their managers should pay attention to within- and cross-cultural differences simultaneously.Originality/valuePrevious studies have shown that the effects of animosity on product evaluation and purchase intention differ depending on the animosity dimension, product type, country and the situation causing animosity, among others. However, the existing literature on animosity has neglected the reality that within-cultural differences in a single large emerging market are relevant to explaining the concept of animosity and its effect on the purchase intention toward culture-sensitive products. Furthermore, none of the animosity studies have touched on the important moderating role of within- and cross-cultural differences between a large and multicultural importing country and a brand's home country in this manner. Therefore, the study fills this gap by empirically examining whether different moderating effects of stable and situational animosities exist for a specific conflict situation caused by a military issue and investigates the causes of these different effects.

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Section: Theoretical Background and Hypothesesmentioning

confidence: 79%

Section: Discussionmentioning

confidence: 99%

Section: Consumer Animosity and Quality Evaluationmentioning

confidence: 99%

Section: Limitations and Future Researchmentioning

confidence: 99%

“…However, if product evaluation is defined as a mixture of cognitive and emotional factors, other results may emerge. Further, a few studies suggest that some of the animosity dimensions positively affect quality evaluation (Ahn, 2014(Ahn, , 2015Ahn et al, 2014;Eren, 2013;Heinberg, 2017;Lee, 2018 Second, future studies can draw on the literature on country-of-origin (c.f., Shi, Wang, & Liu, 2018) or "brand origin" to account for the fact that many brands, both local and foreign, manufacture their wares in countries other than which they are based using components from other countries (Papadopoulos et al, 2018).…”

Section: Limitations and Future Researchmentioning

confidence: 99%

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