Personality Traits, Consumer Animosity, and Foreign Product Avoidance: The Moderating Role of Individual Cultural Characteristics

Although personality and cultural traits were found to be important predictors or moderators of consumer attitudes and behavior, their relationship to consumer animosity has not yet been studied. This article reports the findings of a study conducted with 606 Ukrainian consumers, which aims to identify personality drivers and behavioral outcomes of consumer animosity as well as the moderating role of cultural characteristics. Structural equation...