Implicit Consumer Animosity : A Primary Validation

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalNot applicablepeer-review

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Original languageEnglish
Pages (from-to)1651-1674
Journal / PublicationJournal of Applied Social Psychology
Volume42
Issue number7
Publication statusPublished - Jul 2012

Abstract

The present study validated implicit animosity as a unique determinant of consumer behavior in the context of Chinese animosity toward Japan. The Implicit Association Test (IAT) was employed to measure implicit Chinese animosity toward Japan. The results showed that (a) implicit animosity was distinct from consumer ethnocentrism; (b) implicit animosity was significantly correlated with war animosity, but not with economic animosity; and (c) implicit animosity exerted negative impacts on purchase intention, independent of explicit animosity, consumer ethnocentrism, and product judgment. Taken together, these findings provide initial evidence of discriminant, convergent, and predictive validity for implicit animosity, highlighting the importance of taking implicit animosity into account in future animosity research. © 2012 Wiley Periodicals, Inc.

Citation Format(s)

Implicit Consumer Animosity : A Primary Validation. / Cai, Huajian; Fang, Xiang; Yang, Zhilin; Song, Hairong.

In: Journal of Applied Social Psychology, Vol. 42, No. 7, 07.2012, p. 1651-1674.

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalNot applicablepeer-review