What is it about?
This article examines the effects of positive and negative political relations between countries on consumer decision making.
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Why is it important?
This study is an attempt to investigate the animosity construct in the multi-target boycott case of the Middle-East conflict where more than one party country is involved in one political conflict, and why consumers in the Arab world have different reactions to these countries.
Perspectives
This paper suggests that consumer animosity is part of the Political Relations continuum which includes consumer animosity as well as consumer affinity. Political relations function as a product attribute which influences consumer purchase decision.
Tariq Abdullatif Halimi
La Trobe University
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This page is a summary of: Understanding the Role of Political Relations in Consumer Decision Making: A Grounded Theory Approach, International Journal of Business and Management, October 2014, Canadian Center of Science and Education,
DOI: 10.5539/ijbm.v9n11p261.
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