Implicit Consumer Animosity a Primary Validation

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Implicit Consumer Animosity: A Primary

Validation

ARTICLE in JOURNAL OF APPLIED SOCIAL PSYCHOLOGY · JULY 2012

Impact Factor: 0.63 · DOI: 10.1111/j.1559-1816.2012.00911.x

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Huajian Cai

Zhilin Yang

Chinese Academy of Sciences

City University of Hong Kong

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Implicit Consumer Animosity: A Primary Validation1

Huajian Cai2

Xiang Fang

Key Laboratory of Behavioral Science

Institute of Psychology

Chinese Academy of Sciences

Beijing, China

Spears School of Business

Oklahoma State University

Zhilin Yang

Hairong Song

Department of Marketing

City University of Hong Kong

Hong Kong, China

University of Oklahoma

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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