Ethnocentrism and animosity: Effects in American products in Belgrade after the US-led NATO bombings

What is it about?

Ethnocentrism and anymosity have different antecedents: Age and education were related to ethnocentrism but not animosity, while gender was related to animosity and not ethnocentrism. Patriotism was a common predictor of both constructs. Consequences of ethnocentrism and anymosity are different too: Consumer ethnocentrism predicted willingness to buy and product judgments, while animosity only predicted willingness to buy.

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Why is it important?

Once consumer animosity and ethnocentrism levels have been measured, managers can then make decisions about whether to promote their country of origin or, alternatively, create more powerful local connections for their products. Thus, the consideration of animosity and ethnocentrism can be part of a firm’s international strategies. This paper was awarded with the EMERALD BEST PAPER AWARD 2015 .