Vicarious animosity: Taking sides on provocative issues

This study introduces the concept of vicarious animosity, which is a type of consumer antagonism held against a country involved in a geopolitical conflict outside the consumer’s home country. Our study is grounded in values theory and we present arguments for Schwartz’s values of power, universalism, and openness to change as systematic predictors of anger and hope in a third-party conflict. We examine our conceptual framework among Croatian...