Acting on anger: Cultural value moderators of the effects of consumer animosity

  • Stanford A WestjohnEmail author
  • Peter Magnusson
  • Yi Peng
  • Hyeyoon Jung


The recent rise in protectionism and demonization of foreign countries has increased the risk of brands falling victim to the negative effects of consumer animosity, or strong negative affect directed at a foreign country. We investigate the role of cultural values as moderating the relationship between consumer animosity and willingness to buy. The combined results of a meta-analysis and six experiments in the US and China offer strong evidence that collectivism and long-term orientation mitigate the negative effects of consumer animosity and support the contention that animosity’s effect on willingness to buy is much stronger than on product judgments.


consumer animosity consumer behavior emotion meta-analysis cross-cultural experiments cultural values 


La montée récente du protectionnisme et de la diabolisation des pays étrangers a accru le risque que les marques soient victimes des effets négatifs de l’animosité des consommateurs, ou d’un fort effet négatif dirigé contre un pays étranger. Nous étudions le rôle des valeurs culturelles comme modérateur de la relation entre l’animosité des consommateurs et leur volonté d’acheter. Les résultats combinés d’une méta-analyse et de six expériences menées aux États-Unis et en Chine montrent clairement que le collectivisme et l’orientation à long terme atténuent les effets négatifs de l’animosité des consommateurs et appuient l’affirmation selon laquelle l’effet de l’animosité sur la volonté d’acheter est beaucoup plus fort que sur le jugement des produits.


El reciente aumento del proteccionismo y la demonización de los países extranjeros ha aumentado el riesgo de que las marcas sean víctimas de los efectos negativos de la animadversión de los consumidores, o de un fuerte efecto negativo dirigido a un país extranjero. Investigamos el rol de los valores culturales como moderadores de la relación entre la animadversión del consumidor y la disposición a comprar. Los resultados combinados de un metaanálisis y seis experimentos en los Estados Unidos y China ofrecen una fuerte evidencia que el colectivismo y la orientación a largo plazo mitigan los efectos negativos de la animadversión del consumidor, y respaldan la alegación que el efecto de la animadversión sobre la disposición a comprar es mucho más fuerte en juicios de producto.


O recente aumento do protecionismo e demonização de países estrangeiros aumentou o risco de marcas serem vítimas dos efeitos negativos da animosidade do consumidor ou de um forte efeito negativo direcionado a um país estrangeiro. Investigamos o papel dos valores culturais como moderadores da relação entre animosidade do consumidor e vontade de comprar. Os resultados combinados de uma meta-análise e seis experimentos nos EUA e na China oferecem fortes evidências que coletivismo e orientação a longo prazo atenuam os efeitos negativos da animosidade do consumidor, e sustentam a alegação que o efeito da animosidade na vontade de comprar é muito mais forte do que no julgamento de produtos.


近期的贸易保护主义和对外国妖魔化的上升增加了品牌成为消费者敌意的负面影响或直接针对外国的消极情绪的受害者的风险。我们调查文化价值在调节消费者敌意与购买意愿之间关系中的作用。汇总分析和在美国和中国的六个实验的综合结果提供了有力的证据, 表明集体主义和长远导向减轻了消费者敌意的负面影响, 并支持敌意对购买意愿的影响远大于对产品判断的影响的论点。



We would like to thank the four anonymous JIBS reviewers and Editor Saeed Samiee for their valuable guidance. We also thank for their helpful feedback, George Franke and Justin DeSimone, both from University of Alabama.

Supplementary material

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© Academy of International Business 2019

Authors and Affiliations

  • Stanford A Westjohn
    • 1
    Email author
  • Peter Magnusson
    • 1
  • Yi Peng
    • 1
  • Hyeyoon Jung
    • 1
  1. 1.Culverhouse College of BusinessUniversity of AlabamaTuscaloosaUSA

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