Explicit and implicit catalysts of consumer resistance: The effects of animosity, cultural salience and country-of-origin on subsequent choice

This paper identifies conditions that activate animosity feelings and in turn affect global consumers' choices. Three experiments conducted in two countries test the effects of a movie's country-of-origin and consumers' levels of animosity on subsequent movie choices. Two catalysts of animosity are explored: an explicit scenario and an implicit cultural salience prompt. Cultural resistance emerges in the form of increased preference for domestic movies when animosity is activated and consumers are exposed to related country-of-origin information about a first movie. A similar pattern of cultural resistance appears when, instead of consciously activating animosity, cultural identity is made salient.