HCBE Faculty Articles

Title

Do Rumblings Lead to Real Action? A Case of Animosity and Boycott in China

Document Type

Article

Date

2013

Publication Title

International Journal of China Marketing

ISSN or ISBN

2156-6186

Volume

3

Issue

2

First Page

35

Last Page

48

Description

First and foremost, consumers are citizens of a country who become offended when they perceive that their country's interests have been affronted. At times, consumers signal their discontent with an offending country through boycotting its businesses or products. In fact, when consumers feel discontented, they may feel disloyal toward their own country and feel guilty if they do not take action to try to punish the "offending country." Using a case from China, this paper examines three mediators to determine the relationship between animosity, a feeling of hostility, and consumers' boycott participation.

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