Consumer Animosity Scale

What it measures

Measures animosity — residual anger toward a foreign country based on previous or ongoing military, political, or economic conflicts — and its impact on willingness to purchase that country's products. Distinct from consumer ethnocentrism (general foreign product aversion), animosity is target-country-specific and can reduce purchase intentions even when consumers acknowledge product quality.

Representative items

• I feel angry toward [country]. (Animosity)
• [Country] has not been honest in its dealings with [home country]. (Animosity)
• [Country] is trying to unfairly gain economic advantage. (Economic Animosity)
• There are still too many hard feelings toward [country] to buy their products. (War Animosity)
• We should not buy [country] products because of how they treated us during the war. (War Animosity)

Citation

Klein, J.G., Ettenson, R., & Morris, M.D. (1998). The animosity model of foreign product purchase: Does where it was made matter to consumers? Journal of Marketing, 62(1), 89–100.