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

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Abstract

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.

Resume

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.

Resumen

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.

Resumo

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.

摘要

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。

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ACKNOWLEDGEMENTS

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.

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  1. Culverhouse College of Business, University of Alabama, Box 870225, Tuscaloosa, AL, 35487, USA

    Stanford A Westjohn, Peter Magnusson, Yi Peng & Hyeyoon Jung

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  1. Stanford A Westjohn
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Correspondence to Stanford A Westjohn.

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Accepted by Saeed Samiee, Area Editor, 22 October 2019. This article has been with the authors for three revisions.

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Appendix

Appendix

Meta-analysis cultural value country groups

COL

LTO

PDI

MAS

UAI

High

High

High

High

High

China

China

China

Australia

Greece

Greece

Japan

Greece

China

Israel

Iran

Kuwait

Korea

Greece

Japan

Korea

Netherlands

Kuwait

Japan

Korea

Kuwait

Korea

Malaysia

Malaysia

Kuwait

Malaysia

Lithuania

Russia

Saudi Arabia

Russia

Russia

Russia

Saudi Arabia

USA

Saudi Arabia

Saudi Arabia

Taiwan

Turkey

 

Spain

Taiwan

Ukraine

Ukraine

 

Turkey

Turkey

   

Ukraine

Ukraine

    

Low

Low

Low

Low

Low

Australia

Australia

Australia

Iran

Australia

Israel

Greece

Iran

Israel

China

Japan

Iran

Israel

Korea

Iran

Lithuania

Israel

Japan

Kuwait

Lithuania

Netherlands

Malaysia

Lithuania

Lithuania

Malaysia

Spain

Saudi Arabia

Netherlands

Netherlands

Netherlands

USA

Spain

Spain

Russia

Taiwan

 

Turkey

Taiwan

Spain

USA

 

USA

USA

Taiwan

 
   

Turkey

 
   

Ukraine

 
  1. Ukraine and Lithuania contributed effect sizes only for product judgments, not willingness to buy. COL collectivism, LTO long-term orientation, PDI power distance, MAS masculinity, UAI uncertainty avoidance. High/Low groups based on median splits of all countries available from Hofstede data: COL (44), LTO (45), PDI (62), MAS (49), UAI (70).

Experiments—scale items and sources

Animosity—adapted from Klein et al. (1998) and Harmeling et al. (2015) US α = 0.93, 0.90, 0.91; CN α = 0.86, 0.85, 0.88

I feel anger towards Colombia (Japan).

The actions of Colombia (Japan) are very frustrating.

I dislike Colombia (Japan).

Thinking about the Colombia (Japan) situation irritates me.

Willingness to buy—adapted from Klein et al. (1998) US α = 0.94, 0.89, 0.90; CN α = 0.85, 0.84, 0.91

I would not feel guilty if I bought a Colombian (Japanese) product.

I am willing to buy Colombian (Japanese) products.

I would not avoid buying Colombian (Japanese) products.

It would not bother me at all to own Colombian (Japanese) products.

There is nothing wrong with owning Colombian (Japanese) products.

Product judgments—adapted from Klein et al. (1998) US α = 0.94, 0.90, 0.92; CN α = .88, .89, 0.93

Products from Colombia (Japan) are likely to be carefully produced and have fine workmanship.

Products from Colombia (Japan) are likely to have a high degree of technological advancement.

Products from Colombia (Japan) are likely to be quite reliable.

Collectivism—adapted from Yoo et al. (2011) US α = 0.89, 0.89, 0.88; CN α = 0.79, 0.77, 0.87

Individuals should sacrifice self-interest for the group.

Individuals should only pursue their goals after considering the welfare of the group.

Group loyalty should be encouraged even if individual goals suffer.

Long-term orientation—adapted from Bearden et al. (2006) US α = 0.79, 0.73, 0.84; CN α = 0.59, 0.52, 0.68

I often think about the long-term future.a

The most important events in my life are not occurring now, but in the long-term future.b

I don’t mind giving up today’s fun for success in the future.

My long-term future is more important than the present moment.

The most important events in my life are occurring now or in the near future, not in the long-term future.c

Success in the future does not require giving up today’s fun.c

Leisure time is important.c

Power distance—adapted from Zhang, et al. (2010) US α = 0.80, 0.79, 0.82; CN α = 0.60, 0.73, 0.55

As citizens, we should put high value on conformity.

I would like to work with a manager who expects subordinates to carry out decisions loyally and without raising questions.b

In work-related matters, managers have a right to expect obedience from their subordinates.a

Employees should respect their supervisors highly.

Uncertainty avoidance—adapted from Yoo, et al. (2011) US α = 0.87, 0.90, 0.85; CN α = 0.83, 0.74, 0.85

It is important to have instructions spelled out in detail so that I always know what I’m expected to do.

It is important to closely follow instructions and procedures.

Rules and regulations are important because they inform me of what is expected of me.

Masculinity—adapted from Yoo, et al. (2011) US α = 0.87, 0.82, 0.82; CN α = 0.56, 0.69, 0.76

It is more important for men to have a professional career than it is for women.a

Men usually solve problems with logical analysis; women usually solve problems with intuition.

Solving difficult problems usually requires an active, forcible approach, which is typical of men.

There are some jobs that a man can always do better than a woman.b

  1. All items were evaluated on a 1 (strongly disagree) to 7 (strongly agree) scale. α = Cronbach’s alpha for the collectivism, long-term orientation, and power distance experiments respectively.
  2. aItem used in China, but not in US samples.
  3. bItem used in US, but not in China samples.
  4. cChina LTO experiment used only these reversed items. Native Chinese speakers translated all items for the Chinese questionnaire from English to Simplified Chinese, which were then back-translated by different translators to ensure translation equivalence.

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Westjohn, S.A., Magnusson, P., Peng, Y. et al. Acting on anger: Cultural value moderators of the effects of consumer animosity. J Int Bus Stud 52, 1591–1615 (2021). https://doi.org/10.1057/s41267-019-00289-7

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