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Implicit Consumer Animosity: A Primary Validation 1
Author(s) -
CAI HUAJIAN,
FANG XIANG,
YANG ZHILIN,
SONG HAIRONG
Publication year - 2012
Publication title -
journal of applied social psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.822
H-Index - 111
eISSN - 1559-1816
pISSN - 0021-9029
DOI - 10.1111/j.1559-1816.2012.00911.x
Subject(s) - consumer ethnocentrism , ethnocentrism , psychology , implicit association test , social psychology , context (archaeology) , discriminant validity , implicit attitude , psychometrics , developmental psychology , paleontology , internal consistency , biology
The present study validated implicit animosity as a unique determinant of consumer behavior in the context of Chinese animosity toward Japan. The Implicit Association Test (IAT) was employed to measure implicit Chinese animosity toward Japan. The results showed that (a) implicit animosity was distinct from consumer ethnocentrism; (b) implicit animosity was significantly correlated with war animosity, but not with economic animosity; and (c) implicit animosity exerted negative impacts on purchase intention, independent of explicit animosity, consumer ethnocentrism, and product judgment. Taken together, these findings provide initial evidence of discriminant, convergent, and predictive validity for implicit animosity, highlighting the importance of taking implicit animosity into account in future animosity research.