A Revised Model of Animosity: The Impact of Anti-Japanese Sentiment on Consumer Behavior in China

Abstract

This study tests a revised model of animosity for analyzing the impact of anti-Japanese sentiment on consumer behavior in China. The findings show (1) that four antecedents (traditionalism, patriotism, nationalism, and internationalism) affect consumer animosity; (2) that both war animosity and economic animosity have inverse effects on purchase intentions; and (3) that only war animosity negatively predicts Japanese product quality judgments. Theoretical and managerial implications are discussed.