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EMAC 2024 Annual


A Longitudinal Study of Consumer Animosity: A Panel Analytic Examination
(A2024-117849)

Published: May 28, 2024

AUTHORS

Tinka Krüger, Kiel University; Ipek Nibat, Sabanci University; Robert Mai, Grenoble Ecole de Management; Olivier Trendel, Grenoble Ecole de Management; Wassili Lasarov, Audencia Business School; Mike Lee, The University of Auckland; Stefan Hoffmann, Kiel University

ABSTRACT

Twenty-five years of research in the field of consumer animosity brought up important evi-dence about antecedents, consequences, and conditional effects. However, research regard-ing longitudinal effects of animosity is scarce (Ettenson & Klein, 2005; Lee & Lee, 2013). The present study follows the call for more longitudinal animosity research (e.g., Lee & Chon, 2021; Park et al., 2021) by measuring animosity towards the U.S. following the U.S. Presidential Election in 2020. Particularly, we collected data in France and the United King-dom at five different time points and conducted panel analyses using a random effects mod-el. Results reveal a significant decrease of animosity towards the U.S. in both countries ac-companied by significant increase of consumers’ willingness to buy American products. This study contributes to the literature 1) by providing a deeper understanding of how animosity develop over time and 2) by examining more than two time points within animosity research.