Animosity and willingness to buy foreign products : moderating factors in decision-making of Chinese consumers

Wang, W. and He, Hong-Wei and Li, Y. (2013) Animosity and willingness to buy foreign products : moderating factors in decision-making of Chinese consumers. Asia Pacific Business Review, 19 (1). pp. 32-52. ISSN 1360-2381

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Abstract

This article examines how Chinese consumers evaluate and respond to foreign products made in Japan. It looks at the moderating effects of materialism and susceptibility to normative influence on the effects of country-specific animosity on willingness to buy foreign products.