![opposite of animosity opposite of animosity](https://i0.wp.com/www.emeryhorvath.com/wp-content/uploads/2016/10/The-Carnal-Mind_864px.png)
In this way, the feelings of hatred caused by adverse actions to a citizen, or against his organizations or government, are directly reflected in the perceptions that consumers have, on the products of the country that originates such attacks ( Maher et al., 2010). Thus, just as a war between countries leads to the existence of a warlike animosity, a commercial disagreement between countries, leads to an economic animosity, which is studied through the concept of consumer animosity ( Klein et al., 1998).Ĭonsumer animosity then emerges, as a particular current in literature, that allows to examine the impact of the very negative feelings of individuals, towards a particular country, and in particular against products or services manufactured or offered in that country. Throughout the history of humanity, various economic, political, religious and cultural conflicts between different societies have been documented in this way, antagonism in human beings is a very ancient and deeply studied topic in classical ethnographies, which have highlighted the importance of antagonistic interactions between different groups and between their individuals ( Isakov et al., 2019).īearing this in mind, animosity arises as one of the ways to explain the strong negative feelings that can be held against a foreign country, due to any type of previous hostility on the part of this country ( Averill, 1983). In this way, a contribution is generated that allows to understand more the behavior of the consumer and his animosity in societies with emerging economies and as the innovations in business models allow to improve both the economic profitability of a company, as its brand image. Third, an analysis of animosity under a current context of conflict between countries, and not of studies carried out taking situations or facts from the past. Second, a contribution to literature regarding the scant research on consumer animosity in developing countries, and specifically in Latin America. In this way it is shown that a consumer can have strong feelings of patriotism, animosity and ethnocentrism, and yet a positive image towards a brand or product of the country with which the conflict takes place. First, to demonstrate how companies in the retail sector have been able to develop innovations in their business models through their shops and virtual channels, which generate a positive positioning in the mind of the consumer, capable of minimizing animosity towards them. This study presents three specific developments in this field. Consumer animosity is often studied in the large economies of the world, in order to explain the negative feelings generated by an individual towards another country and its products, due to various political, economic and social conflicts.