Buy or boycott?: an examination of mediated consumer animosity effects on purchase intentions

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dc.contributor Phelps, Joseph
dc.contributor Zhou, Shuhua
dc.contributor Copeland, Gary
dc.contributor Allaway, Arthur Warren
dc.contributor.advisor Pasadeos, Yorgo Tian, Song 2017-03-01T14:36:34Z 2017-03-01T14:36:34Z 2010
dc.identifier.other u0015_0000001_0000438
dc.identifier.other Tian_alatus_0004D_10536
dc.description Electronic Thesis or Dissertation
dc.description.abstract The purpose of this research was to investigate how consumer animosity directly and indirectly affects buying intentions of foreign brands in the context of the 2008 Beijing Olympic torch relay crisis. Theories of social identity and realistic group conflicts served as a theoretical framework to model the impact of consumer animosity on purchase intentions. The results suggest that the stable and situational animosities led to slightly lower product quality assessment while consumer ethnocentrism did not, indicating that the latter is a less significant predictor of product judgment than both animosities. Furthermore, perceived social pressure from significant others has triple capabilities to significantly influence product quality assessment, boycott motivations, and buying intentions. In addition, the impact of animosity on purchase intentions was completely mediated by boycott motivations whereas the impact of consumer ethnocentrism and subjective norm was partially mediated through boycott motivations. By contrast, product judgment was a weaker mediator and only partially mediated the relationship between subjective norm and the intention of purchase. The present study provides theoretical and empirical insights into direct and indirect effects of consumer animosity on purchase intentions, which may be beneficial for both manufacturers and retailers who suffer from the boycott of foreign merchandise.
dc.format.extent 171 p.
dc.format.medium electronic
dc.format.mimetype application/pdf
dc.language English
dc.language.iso en_US
dc.publisher University of Alabama Libraries
dc.relation.ispartof The University of Alabama Electronic Theses and Dissertations
dc.relation.ispartof The University of Alabama Libraries Digital Collections
dc.relation.hasversion born digital
dc.rights All rights reserved by the author unless otherwise indicated.
dc.subject.other Mass Communications
dc.title Buy or boycott?: an examination of mediated consumer animosity effects on purchase intentions
dc.type thesis
dc.type text University of Alabama. College of Communication and Information Sciences Communication & Information Sciences The University of Alabama doctoral Ph.D.

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