Abstract This paper proposes a model of Situational Consumer Animosity in Diaoyu Island incident (2012) context. Based on a sample of 524 undergraduates, and by using SEM this paper examines the specific relations among situational consumer animosity, consumer self-efficacy, consumer ethnocentrism, product judgment, willingness to buy and consumer psychological affect. The results are as follows: situational consumer animosity has a negative impact on consumers’ willingness to buy but has no impact on product judgment; and that psychological affect mediates the relationship between situational consumer animosity, consumer self-efficacy, consumer ethnocentrism, product judgment and willingness to buy.
WANG Jue,LI Wei. The Influence of Situational Consumer Animosity on Consumers’ Willingness to Buy——Mediator Effect of Psychological Affect. Economic Survey, 2016, 33(2): 096.
2016, Vol. 33 
