A Cross-Cultural Investigation of the Effect of Consumer Animosity on Purchase Involvement
Dr. Villy Abraham
The effects of consumer involvement on product choice have been studied extensively. However, to the knowledge of the researcher of this work, only a single pilot study has been conducted to examine whether consumers become more involved with a product choice when it is associated with a country towards which they harbor feelings of animosity (Abraham (2013)). Hence, the purpose of the present study is to examine whether the model proposed by Abraham may be extrapolated to other contexts (i.e. countries and product categories). This is a cross-cultural investigation conducted in the context of the Holocaust. 340 Israeli and British Jews took part in this experimental research. Structural equation modeling was employed to examine the relationship between consumer animosity and purchase involvement employing a model originally adapted from Klein et al.(1998). A positive and statistically significant relationship was observed between consumer animosity and purchase involvement. This work provides support to the research model proposed by Abraham and suggests that the model is both reliable and valid when employed in other contexts.
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