A longitudinal study of consumer animosity: the case of the US presidential elections

Official URL: https://dx.doi.org/10.1108/IMR-10-2024-0381

Purpose This study investigates the longitudinal effects of animosity towards the US following the 2020 presidential election and provides insights into how political events influence consumer animosity and willingness to buy. Design/methodology/approach This study used a survey-based within-subjects design, collecting data in the UK and France across five waves before, during, and after the 2020 US presidential election. Linear panel regressions were performed to analyze temporal changes in political animosity, product judgments, and willingness to buy US products. Findings The study found a significant decrease in consumer animosity towards the US following the 2020 election, along with increased willingness to buy US products. The triggering event intensified animosity’s effect on willingness to buy, while its effect on product judgment remained unchanged. These results highlight the malleable and contextual nature of consumer animosity and purchasing behavior. Animosity-related events are particularly influential for ethnocentric consumers. Research limitations/implications The focus on two European countries may limit the generalizability of the findings to other regions. Future research could explore the longitudinal effects of consumer animosity across diverse cultural settings and events. Practical implications This study underscores the importance of monitoring political events and associated shifts in consumer animosity. The results identify those marketing-relevant indicators that are more sensitive to animosity-relevant events (willingness to buy) and those that are less sensitive (product judgments). Social implications The study uncovers the intricate relationship between political events and consumer behavior, demonstrating how geopolitical developments can affect attitudes towards a country and its products internationally. Originality/value This study offers a longitudinal perspective that has been largely missing in the field of con-sumer animosity.