Implicit Consumer Animosity: A Primary Validation1 |
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| Authors: | HUAJIAN CAI XIANG FANG ZHILIN YANG HAIRONG SONG |
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| Affiliation: | 1. Key Laboratory of Behavioral Science, Institute of Psychology, Chinese Academy of Sciences, Beijing, China;2. Spears School of Business, Oklahoma State University;3. Department of Marketing, City University of Hong Kong, Hong Kong, China;4. University of Oklahoma |
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| Abstract: | The present study validated implicit animosity as a unique determinant of consumer behavior in the context of Chinese animosity toward Japan. The Implicit Association Test (IAT) was employed to measure implicit Chinese animosity toward Japan. The results showed that (a) implicit animosity was distinct from consumer ethnocentrism; (b) implicit animosity was significantly correlated with war animosity, but not with economic animosity; and (c) implicit animosity exerted negative impacts on purchase intention, independent of explicit animosity, consumer ethnocentrism, and product judgment. Taken together, these findings provide initial evidence of discriminant, convergent, and predictive validity for implicit animosity, highlighting the importance of taking implicit animosity into account in future animosity research. |
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