Religious and Cultural Animosity Model Extension: Implications for Purchase Intentions

Abstract

Although issues of cultural and religious differences are complicated, assessing the influence of cultural and religious animosity have on purchase intentions is even more complex and is often neglected in the consumer behavior literature (Klein, Ettenson and Morris 1998). The purpose of this study is to twofold: 1. to extend the animosity model developed by Klein, Ettenson and Morris (1998) by adding cultural and religious animosity constructs. 2. to provide a measurement tool and an understanding of how cultural and religious differences impact consumer intention to purchase regardless of beliefs regarding the quality of the product.