How China’s image affects Chinese products in a partisan-motivated US market

By proposing a dual-perspective model of attitude formation related to Chinese products, the survey of 592 adults investigated how Americans’ evaluation and purchase intention of Chinese products can be influenced by China’s image driven by a synergy of US politics and mass media. Younger people and minorities had better evaluation of and more intention to purchase Chinese products. A better country image of China contributed to more positive products beliefs and stronger purchase intention. Republicans engaged in partisan-motivated reasoning in their purchase intention, while Democrats converged with nonpartisan audiences. More social media use resulted in stronger purchase intention, while partisan media failed to make an impact on product beliefs and purchase intention. The findings suggested that although Americans’ judgment and purchase intention of Chinese products is affected by individual’s preexisting perception of China, only Republicans are prone to partisan-motivated reasoning of Chinese products. Social media use could lead to more acceptance of Chinese products, but conservative and liberal media seem to make little impact on this matter.