An Empirical Investigation of The Role of Animosity and Affinity in Attitude Towards Foreign Goods

Abstract

The purpose of this research was to duplicate the animosity model of consumer purchase behaviour, to extend the model by examining the roles of affinity and animosity in affecting attitudes towards foreign goods and to determine the relations of animosity and affinity with selected demographic variables. While many of the hypotheses tested were derived from previous literature, the hypotheses pertaining to the role of affinity had to be empirically generated- thus necessitating a multi-stage study. The research began with qualitative research, which was followed by an exploratory study, a pilot study and a final study. In the final study, hypotheses were tested with the help of ANOV A and structural equation modeling. Four models featuring two carefully chosen countries viz, Pakistan and Japan were tested. This study did not support the animosity model of consumer purchase behaviour. Results showed affinity to be a stronger concept than animosity. Most results did not show soda-demographic variables to be related to animosity or affinity. Animosity was not found to be a serious impediment to globalisation efforts.