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| Tekijä: | Russell, D. W. Russell, C. A. |
| Otsikko: | Explicit and implicit catalysts of consumer resistance: the effects of animosity, cultural salience and country-of-origin on subsequent choice |
| Lehti: | International Journal of Research in Marketing
2006 : VOL. 23:3, p.321-331 |
| Asiasana: | consumer behaviour marketing |
| Vapaa asiasana: | animosity cultural salience country-of-origin cultural industries |
| Kieli: | eng |
| Tiivistelmä: | This paper identifies conditions that activate animosity feelings and in turn affect global consumers' choices. Three experiments conducted in two countries examine the effects of a movie's country-of-origin and consumers' levels of animosity on subsequent movie choices. Two catalysts of animosity are explored: an explicit scenario and an implicitly cultural salience prompt. It was found out that cultural resistance emerges in the form of increased preference for domestic movies when animosity is activated and consumers are exposed to related country-of-origin information about a first movie. A similar pattern of cultural resistance appears when, instead of consciously activating animosity, cultural identity is made salient. |
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