Individualism, collectivism, and consumer animosity in emerging Asia: evidence from Korea

Abstract

Purpose This study aims to investigate how the consumer values of individualism and collectivism (IC) affect consumer animosity toward foreign brands in emerging Asia. Design/methodology/approach Surveys were conducted with Korean consumers on their animosity toward Japanese brands. Findings The study found that the IC value can precede consumer animosity and also moderate the effects of consumer animosity on purchase intentions. When horizontal and vertical dimensions of IC were examined, collectivism and vertical individualism were found to have strong effects on consumer animosity. In addition, both horizontal and vertical individualism negatively moderated the consumer animosity effects. Research limitations/implications The findings suggest that future consumers in Asia and perhaps other emerging countries as well may be less affected by consumer animosity in brand choice as they become more Westernized and individualistic. Originality/value This study may enhance the understanding on changing consumer animosity and behavior in emerging countries in general.