消费者敌意、他国形象认知与民众对国外品牌的选择

Abstract:Previous studies had shown that the desire and behavior of people’s choice of foreign brands was likely to be influenced by the psychological factors such as animosity towards the country. This study will factor into the national image category，and make further investigation. Through the analysis of 2014 national poll data of National Communications strategic Collaborative Innovation Center，we found that The Chinese mentality of the United States and Japan was very complicated. Both countries were considered the most developed technology，but people also hostile to the two countries，and these two countries’brands were most favored. we also found that，animosity towards Japan at the individual level had significantly reduced the possibility that they choose the brand，animosity towards Japan at the national level had no effect on this；But the image of Japan as a scientific and technological development country help them to promote the choice of the country’s brand. At the same time，animosity towards United States at the individual level had a negative impact tendency. However，animosity towards United States at the national level had increased the probability of their choice of American brands；the cognition of United States as a scientific and technological development country also promote their choice of the country’s brand.

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