the Antecedent of stable and temporary Iranian consumer Animosity toward Arabic Countries and their impact on product judgment and willing to buy the foreign product

Subject Areas : Sustainable Development

Aseye safardous ¹ (M.A., Department of Public Administration, Rasht Branch, Islamic Azad University, Rasht, Iran)
Mohammad Rahim Ramezanian ² (Associate Professor, Department of Management, University of Guilan, Rasht, Iran (Correspondent))

Received: 2018-12-25 Accepted : 2019-07-03 Published : 2020-02-20

Keywords: Conservatism, Patriotism, consumer Animosity, dogmatism, product judgment,

Abstract :

Consumer Animosity has been presented as a useful concept for understanding the reaction to foreign products in the marketing literature. This study examines the impact of social characteristics such as dogmatism, patriotism, and conservatism on the animosity among Iranian consumers as well as its implications for products attributed to Arab countries. unlike most previous studies, The choice of relations between Iran and Arabs because of the existence of tense historical relations and current economic and political conflicts, has led to both stable and temporary animosity can be examined in a model. The statistical population is Iranian consumers, among whom a random sample of 417 in Isfahan was selected. Questionnaires were used to collect information. hypotheses have been investigated by using the structural equation method. The results indicate that although the animosity of Iranian consumers does not affect their judgment on the quality of Arabic products, they can reduce their willingness to buy. Also, hostility caused by current events affects consumer purchasing behavior more than the hostility of historical conflicts. dogmatism, conservatism, and patriotism are also confirmed as antecedents for both the stable and temporary animosity of Iranian consumers. Based on these results we made several suggestions.