Consumer animosity refers to a study of the impact of anger and negative attitudes between nations or regions upon consumer trends and habits.
One study defined consumer animosity as "anger related to previous or ongoing political, military, economic or diplomatic events." The attitudes of one group towards another can have a deep impact on regional or global commerce.
Ethnocentrism has also been identified as impacting international trade. An ethnocentric attitude is one that would consider purchasing products from a foreign nation immoral and unpatriotic.
Stable and ongoing animosity is due to often large-scale political differences. Situational animosity is largely influenced by temporary economic, political or market trends.
An example of stable animosity would include Islamic nations boycotting American and other Western goods in light of ongoing political disagreements. Situational examples could include the animosity invoked in consumers by companies such as Wal-Mart or consumer anger over Internet pop-up advertising.
Animosity can vary among generations. For example, Muslim Malaysian youth are less compelled to avoid American products than the generation that preceded them.