A three-item scale measuring the degree to which consumers believe that countries receiving outsourced work from their home country are gaining an unfair competitive advantage through lower labour costs. The scale captures a form of economic animosity directed not at a specific foreign nation but at offshoring destination countries as a category, reflecting moral judgments about fairness in international labour and trade. Developed for use in two field experiments with Italian adult consumers (Study 1: N=325; Study 2: N=407), the scale was adapted from a four-item animosity measure developed for the outsourcing context, and was embedded in a broader theoretical framework linking perceived moral harm from offshoring to consumer attitudes and word-of-mouth behaviour. The parent study demonstrated that perceptions of moral harm from offshoring — mediated by negative moral emotions — negatively affected consumer attitudes toward offshoring companies.
Grappi, S., Romani, S., & Bagozzi, R.P. (2013). The effects of company offshoring strategies on consumer responses. Journal of the Academy of Marketing Science, 41(6), 683-704.
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