Two Essays on the Role of Consumer Animosity on Consumer Behaviors

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dc.contributorMagnusson, Peter
dc.contributorSirianni, Nancy J.
dc.contributorForkmann, Sebastian
dc.contributorKim, Daekwan
dc.contributor.advisorWestjohn, Stanford A.
dc.contributor.authorPeng, Yi
dc.contributor.otherUniversity of Alabama Tuscaloosa
dc.date.accessioned2022-04-13T20:34:02Z
dc.date.available2022-04-13T20:34:02Z
dc.date.issued2020
dc.descriptionElectronic Thesis or Dissertationen_US
dc.description.abstractDamaging effects of hostility between nations is causing worldwide tension. In the marketing literature, Klein, Ettenson, and Morris (1998) were the first to relate tension between countries to consumer consumption behaviors and were the first to establish the animosity model of the repulsion of foreign product purchase. They defined consumer animosity as “anger related to previous or ongoing political, military, economic, or diplomatic events” (Klein, Ettenson, & Morris, 1998, p. 90). Furthermore, the effects of animosity are becoming more prevalent as consumers increasingly act on their anger, with the rise in anti-globalization and the emergence of social media (McGregor, 2018). Thus, it is important for both researchers and brand managers to examine potential ways that could mitigate the negative effect of consumer animosity. This dissertation consists of two essays. Essay 1 is a review of the consumer animosity literature, which is based on a meta-analysis of past studies and some subsequent experimental studies. The meta-analysis summarized 37 studies of consumer animosity covering from 1998 to 2018. Subsequently, to prove evidence of causation, we conduct a series of experiments to test the boundary conditions by priming cultural values at the individual level. Hereby, we reconcile controversial findings from the consumer animosity literature and suggest that the effect of animosity varies across cultures. Essay 2 uses the insights gained from Essay 1 regarding the negative effect of consumer animosity on willingness to buy. Further, it demonstrated the importance of consumers’ coping strategies while dealing with negative emotions toward the offending country. Specifically, this essay conceptualizes a model in which negative emotions interact with emotional venting to affect individuals’ behaviors. Three studies provided strong evidence that emotional venting can significantly mitigate the negative effect of consumer animosity on willingness to buy and donation decisions. Taken together, the dissertation provided a comprehensive literature review of consumer animosity, addressed the inconsistent results in this literature, and demonstrated the importance of cultural values in influencing the consumer animosity - willingness to buy relationship, and the role of emotional venting in shaping angry consumers’ behaviors. Finally, suggestions for future research and applications are provided.en_US
dc.format.mediumelectronic
dc.format.mimetypeapplication/pdf
dc.identifier.otherhttp://purl.lib.ua.edu/182084
dc.identifier.otheru0015_0000001_0004237
dc.identifier.otherPeng_alatus_0004D_14272
dc.identifier.urihttps://ir.ua.edu/handle/123456789/8416
dc.languageEnglish
dc.language.isoen_US
dc.publisherUniversity of Alabama Libraries
dc.relation.hasversionborn digital
dc.relation.ispartofThe University of Alabama Electronic Theses and Dissertations
dc.relation.ispartofThe University of Alabama Libraries Digital Collections
dc.rightsAll rights reserved by the author unless otherwise indicated.en_US
dc.subjectConsumer animosity
dc.subjectCultural values
dc.subjectEmotional venting
dc.subjectWillingness to buy
dc.titleTwo Essays on the Role of Consumer Animosity on Consumer Behaviorsen_US
dc.typethesis
dc.typetext
etdms.degree.departmentUniversity of Alabama. Department of Marketing
etdms.degree.disciplineMarketing
etdms.degree.grantorThe University of Alabama
etdms.degree.leveldoctoral
etdms.degree.namePh.D.

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