Consumer Animosity

Does anyone have Consumer Animosity toward

products made in your country?
Who ? Why ?
How should marketers deal with CAn ?




Consumer Animosity
What is Can?
Home country
Consumer Animosity Model
How Marketers Deal with Consumer Animosity


Animosity as the remnants of antipathy related to
previous, or ongoing military, political, or economic
events. (Klein, Ettenson, and Morris 1998)

Animosity has not been shown to affect the
perception of the quality of products from the target
country, but it does affect willingness to buy.
(Hinck 2004; Klein 2002; Klein, Ettenson, and Morris 1998)
Consumer Animosity
Stable
Situational
Personal
National


Animosity
UAE Iran

Who ?
Consumers / Governments


Why ?
Situational Animosity
Political allegiance to the USA
Unresolved dispute of Land Islands
Foreign policy Politics
Financial Services & Trades, $42B of Frozen Oil Assets (Robertson, A R , 2014)



Animosity Model
(Klein et al. 1998)

Understanding the impact of CAn
Changing consumers attitude
Measures to improve the current dispute & Improving
Political relationships
Competitive strategy Cost of doing Business again




How marketers deal with CAn
With the growth of international trade and travel,
consumers are increasingly confronted with foreign
products and services. But some negative attitudes
towards foreign products can arise from several
factors such as previous or ongoing political, military,
economic, or diplomatic events.


Summary
( Akdogan,S, Ozgener,S 2012)
Does Consumer Animosity have a global Impact on
Trade ?

Do you have animosity towards a particular country ?
And why ?

Discussion
Akdogan, M. Sukru, Sevki Ozgener, Metin Kaplan, and Aysen Coskun. "The effects of
consumer ethnocentrism and consumer animosity on the re-purchase intent: The moderating
role of consumer loyalty." EMAJ: Emerging Markets Journal 2, no. 1 (2012): 1-12.

Hinck, Wolfgang (2004), The Role of Domestic Animosity in Consumer Evidence from
Germany, Journal of Euromarketing, 14 (1/2), 87 104.

Klein, Jill G., Ettenson, Richard, Morris, Marlene D. (1998). The animosity model of foreign
product purchase. Journal of Marketing, 62, 89 101.

Robertson, A R ( 2014), Dubai business keen to get trade with Iran back on even keel, The
National , 08 February. 3.

References