Do Rumblings Lead to Real Action? A Case of Animosity and Boycott in China
International Journal of China Marketing
ISSN or ISBN
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.
Ben Mrad, Selima; Sheng, Shirley Ye; and Kozloski-Hart, Laura, "Do Rumblings Lead to Real Action? A Case of Animosity and Boycott in China" (2013). HCBE Faculty Articles. 677.