Article2016

The “tug of war” model of foreign product purchases

30 citations0/0 files storedEuropean Journal of Marketing

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Consumer Behavior in Brand Consumption and Identification International Business and FDI Cultural Differences and Values

Abstract

Purpose While globalization has made it easier to consume foreign products, consumption decisions are rarely straightforward. Both love and hate relationships between consumers and countries exist and can even coexist. This paper aims to gain a better understanding of how positive/negative and general/specific consumer attitudes impact foreign product judgment and ownership. An integrative model explores the predictive power of affinity, animosity, cosmopolitanism and ethnocentrism simultaneously. Specifically, the authors investigate a paradoxical “tug of war” which takes place inside consumer minds – the coexistence of affinity and animosity toward the same country. Design/methodology/approach Using a quantitative approach, the authors analyze data from 202 consumers and test it in intra-national and international contexts. Findings The results demonstrate the importance of an integrative model that takes into account opposing impacts on consumer behavior. Additionally, the data reveal that affinity and animosity are not bi-polar endpoints on a continuum. Finally, affinity outweighs animosity with respect to impacting product judgment and ownership. Research limitations/implications The study was conducted in Israel. Hence, replications in other multi-cultural countries are needed. Practical implications Marketers can use a segmentation matrix to target audiences based on the existing “attitudinal mix” in their focal markets. Marketers can use the affinity drivers identified here to overcome animosity. Originality/value The “tug of war” model advances the animosity model, as it implies that to use attitudinal data theoretically and practically, there is a need to account for a full spectrum of general and country-specific attitudes. Affinity was tested for the first time within national borders.

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References

2017A Theory of Cognitive Dissonance 2011Specification, evaluation, and interpretation of structural equation models 2006Formative Versus Reflective Indicators in Organizational Measure Development: A Comparison and Empirical Illustration 2010From the Editors: Common method variance in international business research 1987Consumer Ethnocentrism: Construction and Validation of the CETSCALE 1990Cosmopolitans and Locals in World Culture 1998The Animosity Model of Foreign Product Purchase: An Empirical Test in the People's Republic of China 1995Measuring belongingness: The Social Connectedness and the Social Assurance scales.

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