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Konsumentenanimosität: State of the Art und Entwicklung eines kontextsensitiven Erklärungsansatzes

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Zusammenfassung

Die Forschung zur Konsumentenanimosität belegt, dass Konsumenten Produkte aufgrund von feindseligen Abneigungen gegenüber dem Herkunftsland gezielt ablehnen. Da dies Unternehmen, die in ausländischen Absatzmärkten operieren, vor Herausforderungen stellt, untersuchte die Marketing-Forschung in den letzten Jahren intensiv, unter welchen Umständen sich Feindseligkeiten auf die Wahrnehmung und das Verhalten von Konsumenten auswirken. Die vorliegende Literaturanalyse stellt den aktuellen Wissensstand dar. Dazu werden 44 einschlägige, empirische Forschungsbeiträge anhand wichtiger Kriterien wie Antezedenzen und Verhaltenskonsequenzen sowie Moderatoren und Anwendungsfällen des Animositätseffekts aufgearbeitet. Nach einer kritischen inhaltlichen und methodischen Würdigung des Forschungsstandes stellt der Beitrag einen Ansatz vor, der die zentralen Probleme der mangelnden theoretischen Fundierung und der Vernachlässigung sozialer Einflüsse überwinden soll. Das vorgeschlagene, theoretisch untermauerte Schwellenwertmodell betrachtet erstmalig neben der individuellen Animosität auch den sozialen Animositätskontext. Darauf aufbauend werden Direktiven für die zukünftige Forschung und Implikationen für die Unternehmenspraxis abgeleitet.

Abstract

Research on consumer animosity indicates that consumers reject products because they hold hostile attitudes towards the products’ country of origin. As companies operating in foreign markets are facing serious challenges, marketing research has focused on the mechanisms by which animosity influences consumer perception and behavior. The present article reviews 44 relevant empirical studies to illustrate antecedents, moderators, and behavioral consequences of the animosity effect. The analysis reveals a lack of a sound theoretical foundation and it shows that prior studies disregard social influences. To overcome this gap, the present article develops a theory-driven model which suggests that the social animosity context interacts with feelings of animosity at an individual level. Based on this new approach, directions for future research and managerial implication are discussed.

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  1. Institut für Betriebswirtschaftslehre, Christian-Albrechts-Universität zu Kiel, Olshausenstr. 40, 24098 , Kiel, Germany

    Carolin Krautz, Stefan Hoffmann & Robert Mai

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  1. Carolin Krautz
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  2. Stefan Hoffmann
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Correspondence to Stefan Hoffmann.

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Krautz, C., Hoffmann, S. & Mai, R. Konsumentenanimosität: State of the Art und Entwicklung eines kontextsensitiven Erklärungsansatzes. Manag Rev Q 64, 125–155 (2014). https://doi.org/10.1007/s11301-014-0102-z

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