The results point to a positive and significant relationship between collectivism, masculinity, uncertainty avoidance, and consumer animosity and a negative relationship between power distance and consumer animosity. A convenience sample of Chinese consumers ( n = 303) yielded a total of the questionnaire. The hypothesized model is tested in China in the context of the ongoing political conflict initiated by United States over Donald Trump’s administration’s tariffs policy targeting China. The study also examines the relationship between consumer animosity and reluctance to buy (RTB) U.S. This study aims to investigate the role of individual cultural values on consumer animosity in the context of 2018 China–United States (U.S.) trade war. To address the research gap, the current study proposes a theoretically and empirically tested framework based on value–attitude–behavior (VAB) model. The individual cultural values of consumers are shaping attitude and behavior and how that influence consumer animosity is less studied in the literature. Cultural values have been examined as the antecedent to many consumer behaviors and attitudes. The importance and interest in individual cultural values have been increased considerably in recent years. Moreover, brand image has a mediating role in the relationship between affinity and purchase intention and the lack of alternative domestic products has a moderating role in the relationship between affinity and purchase intention. Findings showed that affinity, ethnocentrism, and brand image affect foreign brand purchasing intention. Data were collected from Turkish consumers who have U.S. It examines the influence of consumers' affinity, animosity, and ethnocentrism on foreign product purchase intention, alongside the moderating effect of the lack of alternative domestic products and the mediating effect of the brand image. This study therefore aims to investigate the role of negative and positive feelings on international consumer decisions. But if it is recognized that negative feelings about foreign countries are important identifiers of international consumer behavior, recently it has been claimed that positive feelings have a strong or even stronger effect on international consumer behavior. Negative bias about foreign countries can even prevent consumers from wanting to try their products. a product's country of origin) might be just as determinative of consumers' decisions. Especially in international markets, negative emotions about foreign countries (i.e. Generally, consumers' motives are not utilitarian but are driven by hedonic benefit expectations. Emotions are recognized to be an important factor in the consumer decision-making process.
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