Contents

Animosity towards Economic Giants: What the Little Guys Think

Ang, Swee Hoon / Jung, Kwon / Kau, Ah Keng / Leong, Siew Meng / Pornpitakpan, Chanthika / Tan, Soo Jiuan

Abstract

Respondents from five Asian countries were surveyed in terms of their consumer ethnocentrism, animosity, and attribution towards the USA and Japan in the context of the Asian economic crisis. The results indicated that the more severely hit a country was, the more ethnocentric respondents were. In general, animosity towards the USA was higher than towards Japan with regard to the Asian crisis. Koreans held the greatest stable animosity towards the Japanese because of the atrocities experienced during the Second World War. Respondents attributed the blame of the Asian crisis more to themselves. They also felt that they and the Japanese could have controlled the turn of events during the crisis. Implications arising from the findings are discussed.

Issue Date
2004
Publisher
Emerald Group Publishing Ltd.
Keywords
Ethnocentrism; Perception; Asia; Economics; Japan; United States of America
Citation
JOURNAL OF CONSUMER MARKETING, v.21, no.3, pp.190 - 207, 2004
DOI
10.1108/07363760410534740
Journal Title
JOURNAL OF CONSUMER MARKETING
Start Page
190
End Page
207
ISSN
0736-3761
Language
English
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