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This study aims to explore the topic of perceived terrorism risk and animosity as interrelated within the context of countries suffering from armed struggles and terror. The research investigates how these constructs influence the visitation decisions of millennials.

The investigation focuses on three countries in the Mediterranean basin with varied degrees of risk but who include a conflict area, for comparison purposes. The data was collected through an online questionnaire aimed at young millennial students.

The study confirms that animosity, for the millennial generation, is derived from conflicts and past historical events, or from political and social issues in the target country. In addition, the results show that animosity not only influences the perceived attractiveness of the destination, and through it the intention to visit the place, but also increases the perceptions of terror risk at the destination.

The research corroborates the importance of investigating animosity and perceived risk together. It also empirically verifies the influence of animosity on visitation intentions via the mediating role of perceived attractiveness of the destination and perceived risk of terror.

The study investigates animosity in countries that suffer from armed political conflicts resulting in terror attacks, a context different from that of other already existing studies. The research also examines how animosity and perceived risk interact with each other to influence visitation decisions, a topic which is lacking in the literature.

This study aims to examine animosity's role in determining consumers' product choices. Considerable research attention has been devoted to studying the relationship between animosity and consumers' willingness to buy foreign products. Few studies, however, have considered that individual consumers may harbor varying degrees of animosity toward different countries, thus, differentially affecting their willingness to buy products from these countries. The within‐subject comparison of the present study seeks to provide a clearer and cleaner approach to examining the impact of animosity on consumers' preferences for foreign products. Extending this line of inquiry, it also aims to explore the link between consumers' choice of products from high versus low animosity countries at different price levels.

Two studies were conducted to examine the impact of consumer animosity on product choice. Study 1 contains a survey study, and Study 2 is a full factorial conjoint analysis.

It is discovered that animosity plays a stronger role in determining consumers' willingness to buy foreign products from high‐level animosity countries than from low‐level animosity countries. Through conjoint analysis, the paper demonstrates that consumers are willing to make trade‐offs between price and animosity.

This study fills a void in the literature by exploring what role animosity plays in determining a consumer's choice of products, particularly when different degrees of animosity are held toward different countries. The within‐subject design of this research provides considerable insight on this front. In addition, this study represents an initial attempt to explore the dynamics between animosity and price via a conjoint analysis.

The purpose of this paper is to examine ethnocentrism and animosity in a special context of two societies that share cultural, historical, ethnic and geographical characteristics. In particular, it first investigates the relationships between Chinese ethnocentrism and animosity toward Taiwan, and then it examines the impact of these two factors on the Chinese perception of Taiwanese brand quality and their purchase intent.

Based on a sample of 605 respondents from China, data were analyzed by structural equation modeling.

The results show that although Chinese animosity toward Taiwan is moderate, it is significantly driven by ethnocentrism, which has a significant and negative effect on willingness to buy, but not on the perception of Taiwanese brand quality. The Chinese animosity toward Taiwan, however, has negative and significant effects on their perception of Taiwanese brand quality and their intention of purchasing Taiwanese brands.

The immense size of the country has impeded the representativeness of the authors’ sample and the generalizability of the results. Also, the study covers only one type of product.

Forming partnerships with local Chinese businesses and developing strong ties with local communities could be considered as a solution to minimize or circumvent the effect of animosity and might help foreign companies appear more “local.”

In contrast to past studies that investigated ethnocentrism and animosity in the context of countries presenting several differences (e.g. China vs USA), this study investigates the effect of ethnocentrism and animosity in the context of two countries (China and Taiwan) that share cultural, historical, ethnic and geographic characteristics. Despite the strong ties between the two countries, the Chinese have a certain animosity, though moderate, toward Taiwan and consequently are less inclined to buy Taiwanese brands. This implies that Chinese animosity toward a country may be toned down or pronounced, depending on whether they have strong or weak ties with that country.

This research investigates if perceived brand globalness (PBG) can help mitigate the adverse effects of consumer animosity on brand evaluations and purchase intentions.

The authors analyze survey data from Chinese consumers (N = 395) and South Korean consumers (N = 420) using multi-group structural equation modeling. In both countries, the authors use Japanese products as stimuli, ensuring high comparability levels between the studies.

The authors empirically demonstrate that PBG can mitigate the negative consequences of consumer animosity by weakening the spillover effect between product–country image and brand evaluations. However, the authors find the mitigating effect of PBG only in China, not in South Korea.

By highlighting PBG's role as an actionable moderator that firms can manipulate to attenuate the negative consequences of consumer animosity toward a brand's country of origin, this work adds to the much-needed debate about how animosity-induced effects can be mitigated in times of global conflicts and tensions.

The study aims to investigate the concept of animosity that is based on traditional enmity and that which originates from other grounds. The study examines whether animosity that is based on these different causes has differing effects on perceptions and purchase decisions of the tourist destination product.

The study is based on data collected via an online questionnaire concerning the perceptions, feelings and visitation intentions of Chinese individuals toward Japan, as the traditional enemy, or toward other countries without a history of enmity with China. A model of relationships is tested.

The findings determine that animosity is formed differently depending on the target country. In addition, the influence of animosity on intention to visit and perceived risk of visiting the destination vary when animosity is based on traditional enmity reasons and when it is grounded on other causes. The influence of animosity on risk perceptions is also verified.

The study provides information that can be used to manage a country's brand in the Chinese market and to segment Chinese consumers based on their feelings of animosity toward certain countries.

The study is original as it compares animosity and its influence when it is based on causes related to traditional enmity and when it is grounded on other reasons. It is also one of the few studies to address the relationship between animosity and perceived risk.

Consumer animosity has gained considerable attention in international marketing literature as a determinant of foreign product purchase behaviour. The purpose of this paper is two‐fold: first, a state‐of‐the‐art review of consumer animosity research is presented and specific issues for future research on consumer animosity are raised. Second, potential problems associated with the measurement of consumer animosity are highlighted and an alternative perspective for operationalizing the construct is proposed.

First, a critical literature review on empirical consumer animosity studies is undertaken. Second, exploratory empirical results are presented, based on unprompted questioning, to identify both targets of animosity by Austrian consumers and underlying reasons for such animosity. Third, a MIMIC model overcoming the shortcomings of the current operationalizations of the consumer animosity construct is proposed.

The exploratory study on Austrian consumers demonstrates that animosity targets of consumers cannot be considered as being given, i.e. consumers differ in their animosity targets, and there may be a number of (different) reasons causing animosity feelings such as economic, political, religious or personal.

This paper reveals a set of problematic issues in current consumer animosity research and offers concrete approaches to overcome the latter. In particular, a formative measurement approach consistent with the conceptual definition of the construct is suggested and described.

This research seeks to extend the animosity model of foreign product purchase by examining the direct and moderating effects of cultural similarity in consumers' product judgment and willingness to buy foreign products.

Empirical data were collected from a sample (n=225) of Taiwanese consumers. The data analysis used bivariate correlations, repeated general linear modeling, and structural equation modeling.

Cultural similarity between consumers' home country (region) and a foreign product's country of origin has: a positive impact on consumers' product evaluation and willingness to buy foreign products; a weakening effect on the negative impact of war and economic animosity on willingness to buy foreign products; and a weakening effect on the negative impact of consumer ethnocentrism on their willingness to buy foreign products.

This study not only enriches the animosity model of foreign product purchase, but also offers additional insights for international market entry and international marketing strategies.

This research seeks to add to the body of research pertaining to animosity by examining the additional roles of anticipated emotions and subjective norms on consumers' purchase intentions regarding foreign products when companies' or governments' actions cause negative repercussions. The paper also examines the role of group responsibility as an antecedent to animosity.

Data were collected using a snowball sampling technique among undergraduate students from a prominent university in Kuwait. Of the 460 questionnaires received, 13 were eliminated for incompleteness. Sample members were aged 18 and above, and 53.9 percent of the respondents were females.

Subjective norms related to buying Danish products – as well as the negative emotions expected from buying the product and the positive emotions expected from not buying the product – led to less willingness to buy Danish products. In addition, social pressure was found to be the more important factor in consumers' willingness to buy compared to anticipated emotions.

This paper suggests that, in addition to animosity, other factors influence a consumer's decision to withhold consumption. Therefore, managers need to assess the emotions and norms characterized by citizens of the target country to capitalize on such information when marketing their products.

This study examines the impact of situational and stable animosities on quality evaluation and purchase intention while also testing the moderating effects of within- and cross-country cultural distance. It focuses on the case of the US THAAD missile defense system deployment in South Korea (hereafter, Korea) and investigates how the resulting Chinese consumers' animosity affects their quality evaluation of, and purchase intention toward, Korean cosmetics.

This study utilizes a quantitative approach based on a survey and structural equation modeling. The sample comprises 376 Chinese consumers from 19 Chinese regions.

The results indicate that both stable and situational animosities are negatively associated with purchase intention toward Korean cosmetics. However, their effects on quality evaluation are different. While stable animosity is negatively related to product quality evaluation, situational animosity has no such negative association. Finally, the cultural distance between Chinese regions and Korea strengthens the negative relationship between stable and situational animosities and purchase intention.

The study contributes by better unraveling the effects of stable and situational animosities on perceived product quality. The empirical context is unique because it allows the authors to investigate the relationship between Chinese antagonism toward the THAAD deployment in Korea and Chinese consumers' stable and situational animosities in terms of their quality evaluation of, and purchase intention toward, imported Korean cosmetics. Hence, this study contributes to the literature on consumer animosity by empirically testing the moderating effect of within- and cross-country cultural distance on the relationship between stable and situational animosities and purchase intention.

The study has relevant practical implications, notably for Korean exporters' marketing management and within- and cross-cultural management. The results suggest that countermeasures are needed because Chinese consumers' stable and situational animosities are negatively related to their purchase intention toward Korean cosmetics. Moreover, the findings provide the insight that when foreign firms export culture-sensitive products to a large, multicultural country, their managers should pay attention to within- and cross-cultural differences simultaneously.

Previous studies have shown that the effects of animosity on product evaluation and purchase intention differ depending on the animosity dimension, product type, country and the situation causing animosity, among others. However, the existing literature on animosity has neglected the reality that within-cultural differences in a single large emerging market are relevant to explaining the concept of animosity and its effect on the purchase intention toward culture-sensitive products. Furthermore, none of the animosity studies have touched on the important moderating role of within- and cross-cultural differences between a large and multicultural importing country and a brand's home country in this manner. Therefore, the study fills this gap by empirically examining whether different moderating effects of stable and situational animosities exist for a specific conflict situation caused by a military issue and investigates the causes of these different effects.

The present research responds to researchers’ calls for more research of consumer animosity on potential boundary conditions (e.g. product categories) and marketing strategies that may mitigate such negative impacts on marketers’ product and/or brand performance, with a special focus on the soft service sector. This paper aims to address the unique characteristics of service internationalization, i.e. cultural embeddedness, hybridized country origins and high consumption visibility, by proposing a social identity signaling model to explain consumer animosity effects in the soft service sector.

Two surveys (Pretest with 240 participants and Study 1 with 351 participants) and one experiment (Study 2 with 731 participants) were conducted to empirically test our hypotheses in the Japanese-Chinese relationship context.

The stronger the national/cultural symbolism and social expressiveness, the stronger the consumer avoidance for the service category. Then the consumer culture positioning strategy that can mitigate an offending country’s cultural symbolism can reduce consumer avoidance.

This research introduces two factors that could affect the negative social identity signaling capacity of service categories in the animosity context: the national/cultural symbolism reflecting an offending country and the social expressiveness communicating social identity. In line with the social identity signaling perspective, the present research specifically uses consumer avoidance as the dependent variable to capture the notion that consumers avoid consuming services because they wish to avoid being associated with an offending country that may threaten their in-group social identities.