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International consumer admiration and the persistence of animosity

Amro A. Maher (College of Business, Indiana State University, Terre Haute, Indiana, USA and)
Paul Clark (College of Business, Indiana State University, Terre Haute, Indiana, USA and)
Ahmed Maher (College of Business Administration, Kuwait University, Safat, Kuwait)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 3 August 2010

1954

Abstract

Purpose

This paper aims to introduce the concept of admiration for members of other countries as an emotion related to people's perceptions of, and preference for, products that originate from the admired country. It also aims to examine the longitudinal effects of animosity.

Design/methodology/approach

Data were collected by asking members of an internet consumer panel in the USA to complete an online questionnaire. A total of 300 questionnaires were received and 20 were eliminated for extremeness. Panel members were aged 18 and above and the average age of the sample was 44; 60 percent of the participants are female.

Findings

The effects of animosity on the preference for foreign products attenuate over time. Admiration is positively related to a preference for a product from an admired country over a product from another country. Admiration was found to be positively related to Japanese product judgments.

Originality/value

The paper extends the work of Klein, and suggests that animosity can be displaced by a positive emotion, namely admiration. Managers therefore need to assess the emotions directed towards their countries to capitalize on such information when marketing their products.

Keywords

Citation

Maher, A.A., Clark, P. and Maher, A. (2010), "International consumer admiration and the persistence of animosity", Journal of Consumer Marketing, Vol. 27 No. 5, pp. 414-424. https://doi.org/10.1108/07363761011063312

Publisher

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Emerald Group Publishing Limited

Copyright © 2010, Emerald Group Publishing Limited

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