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Individualism, collectivism, and consumer animosity in emerging Asia: evidence from Korea

C. Min Han (Hanyang University, Seoul, South Korea)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 12 June 2017




This study aims to investigate how the consumer values of individualism and collectivism (IC) affect consumer animosity toward foreign brands in emerging Asia.


Surveys were conducted with Korean consumers on their animosity toward Japanese brands.


The study found that the IC value can precede consumer animosity and also moderate the effects of consumer animosity on purchase intentions. When horizontal and vertical dimensions of IC were examined, collectivism and vertical individualism were found to have strong effects on consumer animosity. In addition, both horizontal and vertical individualism negatively moderated the consumer animosity effects.

Research limitations/implications

The findings suggest that future consumers in Asia and perhaps other emerging countries as well may be less affected by consumer animosity in brand choice as they become more Westernized and individualistic.


This study may enhance the understanding on changing consumer animosity and behavior in emerging countries in general.



This study was completed with cooperation of Kung Ae Kim and Kyung Sik Park.


Han, C.M. (2017), "Individualism, collectivism, and consumer animosity in emerging Asia: evidence from Korea", Journal of Consumer Marketing, Vol. 34 No. 4, pp. 359-370.



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