2013 Fiscal Year Final Research Report

The impact of consumer animosity on consumer behavior in the U.S., China, Japan, Korea and Taiwan

Research Project

Project/Area Number	23530547
Research Category	Grant-in-Aid for Scientific Research (C)
Allocation Type	Multi-year Fund
Section	一般
Research Field	Commerce
Research Institution	Kanto Gakuin University (2013) Waseda University (2011-2012)
Principal Investigator	PARK Jeongsoo 関東学院大学, 経済学部, 准教授 (60507870)
Project Period (FY)	2011 – 2013
Keywords	敵対心 / 原産国イメージ / 反日感情 / 反米感情 / 反中感情 / 反韓感情 / 反台感情
Research Abstract	Consumer animosity has negative influence on the attitude towards products and brands. The purpose of this study is aimed at exploring the nature of consumer animosity in the United States, China, Japan, Korea, and Taiwan. Also, this study seeks to confirm a new animosity model. The results suggested that the new analysis framework is a reliable measure across the countries considered in the research, and there were evidences that support the validity of these results. Moreover, the study found that the determinants of consumer animosity might vary from country to country. From these findings, some managerial implications are considered, together with the identification of future research directions.