How anticipated regret influences the effect of economic animosity on consumers' reactions towards a foreign product

Khan, Hina and Daryanto, Ahmad and Liu, Chih-Ling (2019) How anticipated regret influences the effect of economic animosity on consumers' reactions towards a foreign product. International Business Review, 28 (2). pp. 405-414. ISSN 0969-5931

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Abstract

We use regret theory to explain the negative effect of economic animosity on consumers’ reactions towards a foreign product (i.e., product judgment and reluctant to buy). We conduct our study in Taiwan by collecting data via an online survey. Our results show that consumers’ economic animosity increases their anticipated regret towards purchasing a foreign product originating from a target market of animosity. Specifically, anticipated regret is found to mediate the link between economic animosity and foreign product judgment, which in turns affects consumers’ reluctance to buy. Our study is the first to consider the role of anticipated regret in explaining the negative effect of economic animosity on consumers’ reactions towards a foreign product. We also contribute to research by introducing two antecedents of economic animosity: perceived economic competition and consumer ethnocentrism.

Item Type:
Journal Article
Journal or Publication Title:
International Business Review
Additional Information:
This is the author’s version of a work that was accepted for publication in International Business Review. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in International Business Review, 28, 2, 2019 DOI: 10.1016/j.ibusrev.2018.12.008
Uncontrolled Keywords:
/dk/atira/pure/subjectarea/asjc/1400/1406
Subjects:
ID Code:
130786
Deposited By:
Deposited On:
31 Jan 2019 09:45
Refereed?:
Yes
Published?:
Published
Last Modified:
29 Sep 2020 04:45