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Implicit Consumer Animosity: A Primary Validation

Authors

  • HUAJIAN CAI,

    Corresponding author
    1. Key Laboratory of Behavioral Science, Institute of Psychology, Chinese Academy of Sciences, Beijing, China
      Huajian Cai, Institute of Psychology, Chinese Academy of Sciences, 4A Datun Road, Chaoyang District, Beijing 100101, China. E-mail: Caihj@psych.ac.cn or Xiang Fang, Spears School of Business, Oklahoma State University, 319 North Hall, Tulsa, OK 74106. E-mail: xiang.fang@okstate.edu
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  • XIANG FANG,

    Corresponding author
    1. Spears School of Business, Oklahoma State University
      Huajian Cai, Institute of Psychology, Chinese Academy of Sciences, 4A Datun Road, Chaoyang District, Beijing 100101, China. E-mail: Caihj@psych.ac.cn or Xiang Fang, Spears School of Business, Oklahoma State University, 319 North Hall, Tulsa, OK 74106. E-mail: xiang.fang@okstate.edu
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  • ZHILIN YANG,

    1. Department of Marketing, City University of Hong Kong, Hong Kong, China
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  • HAIRONG SONG

    1. University of Oklahoma
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  • 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.

Huajian Cai, Institute of Psychology, Chinese Academy of Sciences, 4A Datun Road, Chaoyang District, Beijing 100101, China. E-mail: Caihj@psych.ac.cn or Xiang Fang, Spears School of Business, Oklahoma State University, 319 North Hall, Tulsa, OK 74106. E-mail: xiang.fang@okstate.edu

Abstract

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.

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