TY - JOUR
T1 - Consumer pandemic animosity
T2 - scale development and validation
AU - Rojas-Méndez, José I.
AU - Massi, Marta
AU - Gallito, Elena
N1 - Publisher Copyright:
© 2022, Emerald Publishing Limited.
PY - 2022/11/1
Y1 - 2022/11/1
N2 - Purpose: This study introduces and investigates the concept of consumer pandemic animosity to (1) develop and validate a scale (i.e. CPAS) to measure consumer animosity in the context of a health pandemic; and (2) identify the effects of pandemic animosity on consumer purchase intentions in the field of general consumption and tourism. Design/methodology/approach: The CPAS factor structure was initially tested on a sample of 201 American consumers based on participant interviews and expert evaluations. This exploratory phase identified two factors, namely CPAS emotions and beliefs, which were subsequently supported in the confirmatory factor analysis. Measurement and configural invariance of CPAS and discriminant and nomological validity were confirmed in an independent sample of 303 American consumers. A new sample of 203 Canadian consumers was used to test the external validity of CPAS by controlling for other types of consumer animosity dimensions. Structural equation modelling was used to test the effects of CPAS on consumer purchase intentions in general product consumption and tourism. Findings: This study contributes to expanding on the conceptualization of the consumer animosity construct that has been dealt with in economics, politics, culture and religion but never of a pandemic health crisis to date. Results indicate the psychometric soundness of the CPAS and the multifaceted nature of this construct by clearly identifying two levels of animosity (i.e. beliefs and emotions). Moreover, the structural model shows a significant and unique impact of pandemic animosity on consumer purchase intentions and travel intentions. Originality/value: This is the first empirical study proposing a new scale to measure the consumer disposition of animosity developed due to a pandemic affecting the world. It also offers a new dimension to the typology of animosity proposed by Jung et al. (2002): intentionality (intention-driven vs non-intention-driven). This paper presents a number of propositions that serve to identify testable hypotheses amenable both to validation and usefulness.
AB - Purpose: This study introduces and investigates the concept of consumer pandemic animosity to (1) develop and validate a scale (i.e. CPAS) to measure consumer animosity in the context of a health pandemic; and (2) identify the effects of pandemic animosity on consumer purchase intentions in the field of general consumption and tourism. Design/methodology/approach: The CPAS factor structure was initially tested on a sample of 201 American consumers based on participant interviews and expert evaluations. This exploratory phase identified two factors, namely CPAS emotions and beliefs, which were subsequently supported in the confirmatory factor analysis. Measurement and configural invariance of CPAS and discriminant and nomological validity were confirmed in an independent sample of 303 American consumers. A new sample of 203 Canadian consumers was used to test the external validity of CPAS by controlling for other types of consumer animosity dimensions. Structural equation modelling was used to test the effects of CPAS on consumer purchase intentions in general product consumption and tourism. Findings: This study contributes to expanding on the conceptualization of the consumer animosity construct that has been dealt with in economics, politics, culture and religion but never of a pandemic health crisis to date. Results indicate the psychometric soundness of the CPAS and the multifaceted nature of this construct by clearly identifying two levels of animosity (i.e. beliefs and emotions). Moreover, the structural model shows a significant and unique impact of pandemic animosity on consumer purchase intentions and travel intentions. Originality/value: This is the first empirical study proposing a new scale to measure the consumer disposition of animosity developed due to a pandemic affecting the world. It also offers a new dimension to the typology of animosity proposed by Jung et al. (2002): intentionality (intention-driven vs non-intention-driven). This paper presents a number of propositions that serve to identify testable hypotheses amenable both to validation and usefulness.
KW - Beliefs and emotions
KW - CPA scale
KW - China
KW - Consumer pandemic animosity
KW - Product purchase intention
KW - Travel intention
UR - http://www.scopus.com/inward/record.url?scp=85137316065&partnerID=8YFLogxK
U2 - 10.1108/IMR-07-2021-0231
DO - 10.1108/IMR-07-2021-0231
M3 - Journal Article
AN - SCOPUS:85137316065
SN - 0265-1335
VL - 39
SP - 1417
EP - 1442
JO - International Marketing Review
JF - International Marketing Review
IS - 6
ER -