Intergroup threat,knowledge of the outgroup,and willingness to purchase ingroup and outgroup products: The mediating role of intergroup emotions

Established theories have acknowledged that intergroup threat is one of the key determinants of intergroup attitudes and behaviours, but how intergroup threat can affect consumer behaviour remains unclear. Here, four preregistered studies (total N = 988) examined the effect of intergroup threat (manipulated in terms of realistic and symbolic threats) on consumers’ willingness to purchase ingroup and outgroup products. In the context of China–West relations, we measured Chinese consumers’ willingness to purchase Chinese (ingroup) and Western (outgroup) products. These studies together revealed that realistic and symbolic threats (versus control) increased willingness to purchase ingroup products and decreased willingness to purchase outgroup products, regardless of the product category. Studies 3a and 3b also measured knowledge of the outgroup as a potential moderator, revealing that realistic threat (versus control) reduced willingness to purchase outgroup products only among individuals who had less knowledge of the outgroup. Furthermore, Study 3b showed that the intergroup threat manipulation indirectly influenced consumers’ willingness to purchase ingroup/outgroup products through increased anger and decreased hope. We discussed the contributions to the intergroup relations and consumer behaviour literature and the implications for transnational marketing practices, as well as the limitations of this research.