CONSUMER PSYCHOLOGY ABOUT ANIMOSITY AND ETHNOCENTRISM ON JUDGMENT AND RELUCTANCE TO BUY FOREIGN-MADE PRODUCTS

Abstract

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  Psychology play a vital role in making a decision of customer. This research contributes to the development of animosity theory by exploring the relationships among consumer animosity, consumer ethnocentrism, cultural acceptability, product judgment, reluctance to buy foreign product and product ownership. By using SEM to test the model through data collected by survey questionnaires. The research extends the domain of the animosity construct to a four-dimensional structure rather than the two-dimensional structure used in most previous studies. Also, cultural acceptability plays a role in reducing consumer ethnocentrism and improving product judgment. Consumer animosity has a positive impact on ethnocentrism which reinforces consumers’ patriotism in order to stimulate reluctance to buy foreign product made in the target country. The study provides theoretical and empirical insights of consumer animosity on purchase intentions, which may be beneficial for both local and international managers who suffer from boycotts of foreign merchandise.