Coping with Bilateral Issues: Chain Effects of Problem Recognition and Blame Attribution on Negative Sentiment and Negative Megaphoning

Extant research has examined nation brand and country image as key variables that affect attitudes and behaviors toward a country. Meanwhile, there is scarce research on how individuals’ observations and experiences of bilateral issues affect their reactions toward the country involved. Based on current research on coping and problem solving, this study tests a framework that examines the cognitive processes that individuals undergo to make problem recognitions and blame attributions for two bilateral issues that involve the same country and their effects on negative sentiment and negative megaphoning about the country. To investigate this, this study uses an online survey conducted with a nationally representative sample of 509 South Korean citizens in relation to two issues allegedly caused by China: yellow dust and coronavirus. The findings showed that individuals who reported high problem recognition about yellow dust also reported high problem recognition about coronavirus. Their problem recognitions led to blame attributions toward China’s role in causing them. Chain effects were found as problem recognition and blame attribution about one issue was positively related to the other. Subsequently, blame attributions for the two issues were found to be positively associated with negative sentiment and negative megaphoning about China.