Understandıng Consumers’ Country-Based Posıtıve And Negatıve Emotıons Toward The Wıllıngness To Buy Foreıgn Brands: Case Of Turkey And Congo

This research investigated the impact of negative and positive emotions of consumers towards foreign products. Based on this, the study investigated the impact of Congolese and Turkish consumers’ negative (considered as animosity) and positive emotions (considered as affinity, internationalism and xenophilia) towards French and American products. Also, the study investigated the effects of internationalism and xenophilia on consumer affinity and product judgement, the effect of the country of origin, consumer animosity and consumer affinity on product judgment and the willingness to buy French and American products. The study also investigated the moderator effect of the lack of domestic alternatives in the relation between product judgment and the willingness to buy French and American products. Findings indicated that both positive and negative emotions can impact perception of foreign products, but positive emotions tend to have a greater influence. Our research also revealed that Congolese and Turkish consumers may have different attitudes towards foreign products and varying levels of globalisation.