2009 Fiscal Year Final Research Report
Can Animosity Really Affect Consumer Behavior? : A multiregional analysis based with MAM
| Project/Area Number |
20830090
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| Research Category |
Grant-in-Aid for Young Scientists (Start-up)
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| Allocation Type | Single-year Grants |
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| Research Field |
Commerce
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| Research Institution | Seijo University |
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Principal Investigator |
JIN Chunji Seijo University, 経済学部, 専任講師 (60456283)
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| Project Period (FY) |
2008 – 2009
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| Keywords | 消費者行動 / 敵意 / 地域比較 |
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| Research Abstract |
Political, economic, religious, and ethnic issues often act as triggers for various conflicts between countries or regions. Sometimes these conflicts affect day-to-day consumption behavior or attitude. This research examines the impact of these conflicts on consumer behavior in multiple regions. The results show a cross-regional pattern. The animosity did not directly affect the willingness to buy. However, the subjective norm seems to have a relatively strong effect on the willingness to buy.
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