Reexamining emerging market animosity toward western developed countries: A social dilemma in physical retailing consumption under normative influence |
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| Institution: | 1. National Sun Yat-Sen University, Department of Business Management, 70 Lien-hai Rd, Kaohsiung, 804, Taiwan, ROC;2. National Taichung University of Education, International Master of Business Administration, Yingcai Campus No.227, Minsheng Rd, West Dist, Taichung City, 40359, Taiwan, ROC;1. Department of Industrial and Information Management, Center for Innovative FinTech Business Models, National Cheng Kung University, Taiwan;2. Department of Industrial Management and Enterprise Information, Aletheia University, Taiwan;3. Department of Industrial and Information Management, National Cheng Kung University, Taiwan;1. School of Economics and Business Administration, Chongqing University, No.174 Shazhengjie, Shapingba, Chongqing, 400044, China;2. Price College of Business, University of Oklahoma, 307 West Brooks, Norman, OK, 73019-4006, USA;1. Department of Marketing, Honorary Professor of International Studies, McCoy College of Business, Texas State University, 601 University Drive, McCoy Hall – Office 424D, San Marcos, TX, 78666, USA;2. Department of Mgmt., Mktg., & I.S., College of Business Administration, Sam Houston State University, SHSU Box 2056, Huntsville, TX, 7734, USA;3. Marketing Department, College of Business, Florida Atlantic University, 3200 College Avenue Davie, FL, 33314, USA;1. University of Borås, Dept. of Business Administration and Textile Management, Allégatan 1, 501 90, Borås, Sweden;2. University of Lund, Dept. of Arts and Cultural Sciences, Box 192, 22100, Lund, Sweden;1. Institut Français de la Mode, HeSam University, 36 Quai d''Austerlitz, 75013, Paris, France;2. Le Mans Université, Avenue Olivier Messiaen, 72085, Le Mans, France;3. Toulouse School of Management, 2 rue du doyen Gabriel Marty, 31042, Toulouse, France |
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| Abstract: | Focusing on physical retailing as an apparent target for boycotts in the context of emerging market consumers' animosity toward Western developed countries, this research pioneers in its in-depth examination of a social dilemma whereby consumers on one hand wish to avoid purchasing Western products/services to meet social expectations, while on the other wish to continue purchasing Western products/services, because of perceived Western product/service superiority, at the risk of social disapproval. Differing from conventional animosity research that largely neglects interpersonal influence, this research synthesizes social influence theory and social exchange theory to compare consumers’ purchase decisions in visible (physical retailing) and less-visible (online shopping) consumption contexts that are subject to different strengths of normative influence, and proposes a cost-benefit analysis to explain how consumers make trade-offs between social expectations and self-interest. Two studies were conducted to test the hypotheses. Our study findings have important implications for future animosity research on consumer services that are subject to stronger normative pressure. |
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| Keywords: | Consumer animosity Emerging market Western product/service superiority Social dilemma Normative influence Physical retailing |
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