Consequences of Consumer Animosity: A Meta-Analytic Integration

ABSTRACT: This meta-analytic integration has three purposes: first, to evaluate the outcomes of consumer animosity and consumer ethnocentrism using empirical studies on this subject; second, to test an integrative conceptual model; and third, to report on the total effects of animosity/ethnocentrism on later constructs (willingness to buy and buying/owning). A meta-analysis is a suitable approach using a large collection of results from individual studies for the purpose of integrating their findings. As a result, a meta-analysis was used to integrate and combine the contradictory outcomes of studies and for analyzing variability in effect sizes across findings. Its results can be used to guide future research. The current study suggests that the relationship between consumer animosity and product quality judgments is negative. In addition, this study emphasizes the role of product quality judgments as a partial mediator between consumer animosity/consumer ethnocentrism and willingness to buy. This study unravels the tangled state of the pertinent literature by identifying and evaluating the outcome factors of animosity and consumer ethnocentrism and their influence on some core marketing variables, such as product quality judgment, willingness to buy, and actual buying.