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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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4 AUTHORS, INCLUDING:
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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