The Origins and Consequences of Consumer Animosity in Slovenia: A Qualitative Study

Lejla Perviz, Tina Geč, Irena Vida, Tanja Dmitrović

Abstract


This study investigates the sources underlying consumer animosity in Slovenia and the effects of country-specific negative attitudes on foreign purchase behavior. The empirical data were collected via 82 semi-structured, face-to-face, in-depth interviews using maximum variation sampling. Transcripts of the interviews were then content analyzed in a two-stage approach applying within-case and cross-case evaluation. The top hostility-evoking countries identified included Hungary, Croatia, Italy and the US. The most important sources of animosity related to the dimensions of the people, politics and personal experience. Consumer animosity was found to influence purchase behavior in selected product categories. Based on these results, theoretical and managerial implications are offered.


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