The aftermath of Covid-19: The rise of pandemic animosity among consumers and its scale development

Muhammad Zahid Nawaz, Shahid Nawaz, Francisco Guzmán and Daria Plotkina

Journal of Business Research, 2023, vol. 157, issue C

Abstract: Consumer animosity captures negative attitudes to foreign products and impacts willingness to buy them. Existing constructs nevertheless fail to account for an emerging dimension: pandemic animosity. This article heeds recent calls to develop a pandemic animosity measurement scale. Its purpose is to: (i) extend Klein et al.'s (1998) animosity model by adding the pandemic animosity construct, (ii) provide a measurement scale for pandemic animosity, and (iii) explain how pandemic animosity impacts consumers’ willingness to buy. Study 1 analyzes qualitative data from in-depth personal interviews with NVivo to identify themes and codes. An expert panel helped reach consensus of all indicators. Study 2 filters scale items using a pilot sample. Study 3 validates a 12-item scale with a larger representative sample. The results contribute to the consumer animosity literature by confirming the existence of pandemic animosity, providing an actionable measure, and confirming its negative impact on consumers’ willingness to buy.

Keywords: COVID-19; Consumer animosity; Pandemic animosity; Scale development; Willingness to buy (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296322010153
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:157:y:2023:i:c:s0148296322010153

DOI: 10.1016/j.jbusres.2022.113550

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().