A longitudinal study of consumer animosity: the case of the US presidential elections

What is it about?

This study examines the long-term effects of consumer animosity towards the U.S. in France and the U.K. following the 2020 U.S. presidential election. Using a five-wave survey, it tracks changes in animosity, product judgment, and willingness to buy U.S. products over time. Findings reveal a decrease in consumer animosity and an increased willingness to buy U.S. products after the election, though product judgment remained stable. The study high-lights the malleable nature of animosity and purchasing behavior, providing important in-sights for international marketers on how political events influence consumer sentiment and behavior in global markets.

Featured Image