A Generational Comparison of Economic-based and War-based Consumer Animosity: The Cases of U.S. Consumer Animosity towards China and Vietnam

Document Type

Conference Proceeding

Conference Track

Cross-Cultural Marketing and Entrepreneurship/ Small Business Marketing

Publication Date



Marketing literature suggests that unique marketing strategies are needed for each American generation (Moschis, 2003). The differences between the generational age cohorts are based upon values, preferences, and behaviors unique to each generation and were developed based upon individuals’ formative experiences shared as a generation (Smith and Clurman, 1997). The current study uses a historical context to examine American generations and their animosity towards China and Vietnam. While age has been identified as a factor to the development of consumer animosity (Klein and Ettenson, 1999), results support the hypotheses that it is not the age of the consumer, but the formative experiences and the type of indiscretion that leads to a consumer’s level of animosity towards a foreign country.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

This document is currently not available here.