The “tug of war” model of foreign product purchases

The “tug of war” model of foreign product purchases PurposeWhile globalization has made it easier to consume foreign products, consumption decisions are rarely straightforward. Both love and hate relationships between consumers and countries exist and can even coexist. This paper aims to gain a better understanding of how positive/negative and general/specific consumer attitudes impact foreign product judgment and ownership. An integrative model explores the predictive power of affinity, animosity, cosmopolitanism and ethnocentrism simultaneously. Specifically, the authors investigate a paradoxical “tug of war” which takes place inside consumer minds – the coexistence of affinity and animosity toward the same country.Design/methodology/approachUsing a quantitative approach, the authors analyze data from 202 consumers and test it in intra-national and international contexts.FindingsThe results demonstrate the importance of an integrative model that takes into account opposing impacts on consumer behavior. Additionally, the data reveal that affinity and animosity are not bi-polar endpoints on a continuum. Finally, affinity outweighs animosity with respect to impacting product judgment and ownership.Research limitations/implicationsThe study was conducted in Israel. Hence, replications in other multi-cultural countries are needed.Practical implicationsMarketers can use a segmentation matrix to target audiences based on the existing “attitudinal mix” in their focal markets. Marketers can use the affinity drivers identified here to overcome animosity.Originality/valueThe “tug of war” model advances the animosity model, as it implies that to use attitudinal data theoretically and practically, there is a need to account for a full spectrum of general and country-specific attitudes. Affinity was tested for the first time within national borders. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

The “tug of war” model of foreign product purchases

European Journal of Marketing, Volume 50 (3/4): 25 – Apr 11, 2016

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0309-0566
DOI
10.1108/EJM-12-2012-0702
Publisher site
See Article on Publisher Site

Abstract

PurposeWhile globalization has made it easier to consume foreign products, consumption decisions are rarely straightforward. Both love and hate relationships between consumers and countries exist and can even coexist. This paper aims to gain a better understanding of how positive/negative and general/specific consumer attitudes impact foreign product judgment and ownership. An integrative model explores the predictive power of affinity, animosity, cosmopolitanism and ethnocentrism simultaneously. Specifically, the authors investigate a paradoxical “tug of war” which takes place inside consumer minds – the coexistence of affinity and animosity toward the same country.Design/methodology/approachUsing a quantitative approach, the authors analyze data from 202 consumers and test it in intra-national and international contexts.FindingsThe results demonstrate the importance of an integrative model that takes into account opposing impacts on consumer behavior. Additionally, the data reveal that affinity and animosity are not bi-polar endpoints on a continuum. Finally, affinity outweighs animosity with respect to impacting product judgment and ownership.Research limitations/implicationsThe study was conducted in Israel. Hence, replications in other multi-cultural countries are needed.Practical implicationsMarketers can use a segmentation matrix to target audiences based on the existing “attitudinal mix” in their focal markets. Marketers can use the affinity drivers identified here to overcome animosity.Originality/valueThe “tug of war” model advances the animosity model, as it implies that to use attitudinal data theoretically and practically, there is a need to account for a full spectrum of general and country-specific attitudes. Affinity was tested for the first time within national borders.

Journal

European Journal of MarketingEmerald Publishing

Published: Apr 11, 2016

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