The Role of Domestic Animosity in Consumer Choice: Empirical Evidence from Germany

SUMMARY The paper argues that specific choice and preference constructs previously only applied in international research may explain certain domestic phenomena better than those concepts typically used in domestic choice and preference studies. The animosity model of foreign product purchase is employed within the German consumer market. Results suggest that the previously uninvestigated notion of domestic animosity is responsible for a recent cross-segmental preference reversal in the eastern part of the nation. The outcome of the study has implications for internal trade in countries across the globe, as well as for scientific marketing research.