The Effect of Customers' Negative Emotions on Purchasing Intention of Products of Hostile Country, Considering the Moderating Role of Products Quality (Case Study: iPhone Brand in Iran)

Document Type : Research

Authors

1 Assistant Professor of Business Management, Dept. of Business Management, Faculty of Science and Technology, Ahlul Bayt International University, Tehran, Iran.

2 M. A. of Business Management, Dept. of Business Management, Faculty of Science and Technology, Ahlul Bayt International University, Tehran, Iran.

3 M. A. of Business Management, Dept. of Business Management, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran.

Abstract

The purpose of this study is to examine the effect of negative emotions (anger, fear, contempt and disgust) on customer’s purchasing intention of Products of Hostile Country, considering the moderating role of products quality. In this study, structural equation modelling methods and smart PLS 2 and SPSS 25 software were applied. The statistical population of this study were Iranian owners of iPhones, from which 384 people were chosen as the sample group using simple sampling method and their attitude were collected through a questionnaire. The results indicated that the negative emotions of anger, contempt and disgust have significant effect on purchase intention of iPhone brand products in Iran, but fear doesn’t have a significant effect on purchasing intention of customers. Furthermore, the results showed products quality has a moderating role on the relationship between anger and purchasing intention. The quality variable does not show moderating effect between other independent and dependent variables. The findings were discussed in strategy settings of international forms and policy making of countries that are willing to limit the economic presence of countries with hostile attitudes in their market, with the help of the differences in the nature of the above-mentioned negative emotions and attribution theory.

Keywords

Main Subjects

References

References
Abbasi, F. (2017). Analyzing the effect of consumer hostility on purchasing decisions. Journal of Business Management, 8 (2): 395-412 (In Persian).
Abosag, I., & Farah, M. F. (2014). The influence of religiously motivated consumer boycotts on brand image, loyalty and product judgment. European Journal of Marketing, 48(11/12), 2262–2283.
Abraham, V. (2013). A Cross-Cultural Investigation of the Effect of Consumer Animosity on Purchase Involvement. International journal of business and social science, 4 (4): 32-44.
Akdogan, S., Ozgener, S., Kaplan, M. & Coskun, A. (2012). The Effects of Consumer Ethnocentrism and Consumer Animosity on the Repurchase Intent: The Moderating Role of Consumer Loyalty. Emerging Markets Journal, 2 (15): 1-12.
Amine, L. S. (2008). Country-of-origin, animosity and consumer response: Marketing implications of anti-Americanism and Francophobia. International Business Review, 17 (4), 402-422.
Antonetti, P., Manika, D., & Katsikeas, C. (2019). Why consumer animosity reduces product quality perceptions: The role of extreme emotions in international crises. International Business Review, 28(4), 739-753.
Arami, F., & Kheiri, B. (2018). Investigating the effect of confrontation and ethnicity on consumers' purchasing Behaviour. The Second International Conference on Management Cohesion and Development Economics, Tehran (In Persian).
Azar, A., Ghanavati, M., & Gholamzadeh, R. (2013). Structural Equation Modeling in Management: Application of smart-pls software. Negah Danesh (In Persian).
Bahaee, M., & Pisani, M. J. (2009). Iranian consumer animosity and U.S. products: A witch’s brew or elixir? International Business Review, 18(2), 199–210.
Bahmani, M. (2012). Examining consumer nationalism, trust in advertising and tendency to consume domestic goods among citizens of 28 cities. Journal of Communication Research, 71 (In Persian).
Bougie, R., Pieters, R., & Zeelenberg, M. (2003). Angry customers don’t come back, they get back: The experience and behavioral implications of anger and dissatisfaction in services. Journal of the Academy of Marketing Science, 31(4), 377–393.
Bradsher, K. (2012). In China protests, Japanese car sales suffer. The New York Times, 9
Cheah, I. & Phau, I. & Kea, G. & Huang, Y. A., (2016), 'Modelling effects of consumer animosity: Consumers’ willingness to buy foreign and hybrid products". Journal of Retailing and Consumer Services, 30, 184- 192.
Chitsazan, M. r., & Shafie, N. (2018). Vision of Iran-US relations until 2030: Possible scenarios. Journal of World Politics, 6(4) (In Persian).
Christodoulides, G., Jevons, C., & Bonhomme, J. (2012). Memo to marketers: Quantitative evidence for change. Journal of Advertising Research, 52 (1), 53-64.
Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences (2nd Edition). Hillsdale, NJ: Lawrence Earlbaum Associates.
Cottrell, C. A., & Neuberg, S. L. (2005). Different emotional reactions to different groups: A sociofunctional threat-based approach to “prejudice”. Journal of Personality and Social Psychology, 88(5), 770–789.
De Nisco, A., Mainolfi, G., Marino, V., & Napolitano, M. R. (2016). Effect of economic animosity on consumer ethnocentrism and product-country images. A binational study on the perception of Germany during the Euro crisis. European Management Journal, 34(1), 59–68.
Fetscherin, M., & Heinrich, D. (2015). Consumer brand relationships research: A bibliometric citation meta-analysis. Journal of Business Research, 68(2), 380-390.
Fischer, A. H., & Roseman, I. J. (2007). Beat them or ban them: The characteristics and social functions of anger and contempt. Journal of Personality and Social Psychology, 93(1), 103–115.
Fiske, S. T., Cuddy, A. J. C., Glick, P., & Xu, J. (2002). A model of (often mixed) stereotype content: Competence and warmth respectively follow from perceived status and competition. Journal of Personality and Social Psychology, 82(6), 878–902.
Frozandeh, B. (2011). Marketing management (analysis, planning, implementation and control). Amokhteh Publisher (In Persian).
Funches, V., Markley, M., & Davis, L. (2009). Reprisal, retribution & requital: Investigating customer retaliation. Journal of Business Research, 62(2), 231-238.
Gregoire, Y., Tripp, T., & Legoux, R. (2009). When customer love turns into lasting hate: the effects of relationship strength & time on customer revenge & avoidance. Journal of Marketing, 73.18-32.
Haghigi, M., Hassangolipor, T., & Mohammadzadeh, Z. (2014). The relationship between consumer nationalism and the effect of the country of origin on people's perception of the quality of different commodity classes in Mashhad. Business Reviews, 11(59) (In Persian).
Halperin, E. (2014). Emotion, emotion regulation, and conflict resolution. Emotion Review, 6(1), 68–76.
Harmeling, C. M., Magnusson, P., & Singh, N. (2015). Beyond anger: A deeper look at consumer animosity. Journal of International Business Studies, 108(4), 676–693.
Hawkins, D. L., Mothersbaugh, D. L. & Best, R. J. (2007). Consumer Behavior, Building Marketing Strategy. New York: Mc Graw- Hill.
Heidarzadeh, K. (2010). Consumer Behaviour. Islamic Azad University (In Persian).
Henseler, J. a. R., Christian M. and Sinkovics, Rudolf R. (2009). The Use of Partial Least Squares Path Modeling in International Marketing. Advances in International Marketing (AIM), 20, 277-320.
Hosseini, M. H. (2013). Explain the assessment of the intention and loyalty of potential customers to purchase from online stores. Journal of Strategic Management Studies, 3(12) (In Persian).
Hu, Y. (2010). An investigation on the linkage between purchase intention and service quality in the E-commerce context, International Conference on Innovative Computing and Communication and 2010 Asia-Pacific Conference on Information Technology and Ocean Engineering, 304 - 307.
Kaeeni, A. A. & Heidarzadeh, K., (2014), "Exploring the moderating effect of consumer Animosity and ethnocentrism on process of accepting Foreign products among islamic countries". International Journal of Research in Social Sciences.Vol. 3, No 5.
Kalwani, M.U., & Silk, A. J. (1982). On The Reliability and Predictive Validity of Purchase Intention Measures, Journal of Marketing Science, 1, 86-243.
Klein, J. G., Ettenson, R., & Morris, M. D. (1998). The animosity model of foreign product purchase: An empirical test in the People’s Republic of China. Journal of Marketing, 62(1), 89–100.
Kuppens, P., Van Mechelen, I., Smits, D. J., & De Boeck, P. (2003). The appraisal basis of anger: Specificity, necessity and sufficiency of components. Emotion, 3(3), 254–269.
Mahdieh, O. & Chobtarash, N. (2013). Consumer Involvement and purchasing decisions (Case Study Cellular). Marketing management, (22): 131-151 (In Persian).
Millson, M.R & Wilemon, D (2008). Impact of new product development (NPD) proficiency and NPD entry strategies on product quality and risk. R&D Management, 38, (5), 491-509.
Moghadam, Y. M., Mohebi, A., & javadian, R. (2009). Application of total quality management in improving the educational quality of the University of Law Enforcement Sciences. Quarterly Journal of Law Enforcement Knowledge, 10(3) (In Persian).
Narang, R., (2016), "Understanding purchase intention towards Chinese products: Role of ethnocentrism, animosity, status and self-esteem". Journal of Retailing and Consumer Services, 32, PP. 253-261.
Nyer, P. & Gopinath, M. (2005). Effects of complaining versus negative word of mouth on subsequent changes in satisfaction: The role of public commitment. Psychology & Marketing, 22, 937–953.
Ottesen, G. (2006). Do upstream actors in the food chain know end-users’ quality perceptions? Findings from the Norwegian salmon farming industry. International Journal of Supply Chain Management, 11(5), 456-463.
Park, C., Eisingerich, A., & Park, J. (2013). Attachment–aversion (AA) model of customer– brand relationships. Journal of Consumer Psychology, 23, 229-248.
Presi, C., Saridakis, C. & Hartmans, S. (2014). User-generated content behavior of the dissatisfied service customer. European Journal of Marketing, 48. (9/10), 1600-1625.
Richardson, Jr., C.W. (2012). Consumer Demographics as Antecedents in the Animosity Model of Foreign Product Purchase. International Journal of Business and Social Science, 3 (4): 13-21.
Romani, S., Grappi, S., & Bagozzi, R. P. (2013). My anger is your gain, my contempt your loss: Explaining consumer responses to corporate wrongdoing. Psychology & Marketing, 30(12), 1029–1042.
Roosta, A., Venous, D., & Ebrahimi, A. (2008). Marketing Management. Samt (In Persian).
Roseman, I. J., Wiest, C., & Swartz, T. S. (1994). Phenomenology, behaviors, and goals differentiate discrete emotions. Journal of Personality and Social Psychology, 67 (2), 206–221.
Shen, X.X. Tan, K.C. Xie, M. (2000). Benchmarking in QFD for quality improvement. Benchmarking: an International Journal, 7 (4), 282-291.
Soper, D.S. (2020). A-priori Sample Size Calculator for Structural Equation Models [Software]. Available from http://www.danielsoper.com/statcalc
Tenenhaus, M., Amato, S., & Esposito Vinzi, V. (2004). A global goodness-of-fit index for PLS structural equation modelling. In Proceedings of the XLII SIS scientific meeting, 1, (2), 739-742.
The Economist (2013). Who really owns the Senkaku islands? http://www.economist.com/ blogs/economist-explains/2013/12/economist-explains-1.
Westland, J.C. (2010). Lower bounds on sample size in structural equation modeling. Electronic Commerce Research and Applications, 9(6), 476-487.
Wetzels, M., Odekerken-Schröder, G., & Van Oppen, C. (2009). Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration. MIS quarterly, 177-195. Zalim,S & Sevkil,M. (2000). The methodology of quality function deployment whit crisp and fuzzy approaches and application in the turkish shampoo industry. Journal of Economic and Social Research.4(1), 27-53.
Zarantonello, L., Romani, S., Grappi, S., & Bagozzi, R. (2016). Brand hate. Journal of Product & Brand Management,25 (1),11-25.
International Political Economy Studies
Volume 5, Issue 1
September 2022
Pages 257-285

Files

History

  • Receive Date: 13 June 2020
  • Revise Date: 25 January 2022
  • Accept Date: 26 January 2022

Share

How to cite

Statistics