Decontextualizing Consumer Animosity

Consumer animosity is a topic that has generated interest among marketing and consumer behavior scholars. Understanding the elements of this phenomenon and how its dynamics play out in the marketplace can give marketers insight for future decision-making activity. The importance of examining consumer animosity lies in both how animosity is developed and the consequences of the animosity. In this study, the authors explore the causes and consequences of focusing events based on the typology developed by Stone (1989). The study provides an analysis of what types of indiscretions (whether the perceived indiscretion was purposeful or unguided with consequences that were intended or unintended) generate higher levels of consumer animosity that could negatively impact firm sales. Thus, findings from a decontextualized consumer animosity study may be applied by any organization hoping to find the causes of animosity directed toward it or its brands.