Why does animosity negatively affect product attitudes?:considering the role of anticipated future regret

Daryanto, Ahmad and Salciuviene, Laura and Liu, Chih-Ling (2015) Why does animosity negatively affect product attitudes?:considering the role of anticipated future regret. Advances in Consumer Research, 43. ISSN 0915-5524

Abstract

Although negative effects of animosity on consumer attitudes have been acknowledged, little has been achieved in explaining why those effects occur. This study is the first to consider the role of regret in explaining the negative effect of animosity on foreign product attitudes.