The project was supported by a grant from Sumimoto Foundation (2005) to Huajian Cai, Xiang Fang, and Zhilin Yang, and a grant from Hundred Talents Program (Y0C2024002) to Huajian Cai.
Implicit Consumer Animosity: A Primary Validation1
Version of Record online: 18 APR 2012
© 2012 Wiley Periodicals, Inc
Journal of Applied Social Psychology
Volume 42, Issue 7, pages 1651–1674, July 2012
How to Cite
CAI, H., FANG, X., YANG, Z. and SONG, H. (2012), Implicit Consumer Animosity: A Primary Validation. Journal of Applied Social Psychology, 42: 1651–1674. doi: 10.1111/j.1559-1816.2012.00911.x
- Issue online: 4 JUL 2012
- Version of Record online: 18 APR 2012
The present study validated implicit animosity as a unique determinant of consumer behavior in the context of Chinese animosity toward Japan. The Implicit Association Test (IAT) was employed to measure implicit Chinese animosity toward Japan. The results showed that (a) implicit animosity was distinct from consumer ethnocentrism; (b) implicit animosity was significantly correlated with war animosity, but not with economic animosity; and (c) implicit animosity exerted negative impacts on purchase intention, independent of explicit animosity, consumer ethnocentrism, and product judgment. Taken together, these findings provide initial evidence of discriminant, convergent, and predictive validity for implicit animosity, highlighting the importance of taking implicit animosity into account in future animosity research.