U.S. Consumer animosity towards Vietnam: A comparison of generations

Abstract

Previous marketing literature suggests that unique marketing strategies are needed for each American generation (Moschis, 2003). The differences between the generational age cohorts are based upon values, preferences, and behaviors unique to each generation and were developed based upon individuals' formative experiences shared as a generation (Smith and Clurman, 1997). While age has been identified as a factor to the development of consumer animosity (Klein and Ettenson, 1999), the question remains: Do older consumers harbor more animosity towards foreign nations? Is it the environment in which each person forms their values, preferences, and behaviors that helps determine their level of animosity? The current study uses a historical context to examine American generations and their animosity towards Vietnam. Results support the hypotheses that American generations do not significantly differ in their levels of animosity towards Vietnam. The findings suggest that age has a spurious correlation with the development of consumer animosity.