Consumer Animosity and Ethnocentrism in Bosnia and Herzegovina: The Case of a Developing Country in a Post-War Time
This study tested animosity and ethnocentrism in Bosnia and Herzegovina with regard to products from Serbia, Croatia and Western European countries. Bosnia and Herzegovina is a developing country that experienced four-years of war with its neighbours- Serbia and Croatia. The results of this study mainly confirm previous findings for developing countries: high level of ethnocentrism that reduces willingness to buy imports. Surprisingly, we have discovered that a high level of admiration for lifestyle in the economically developed countries does not have any influence on willingness to buy imports. Also, there is a presence of political animosity towards Serbia and economic animosity towards Western European countries. Support evidence for animosity towards Croatia was not found.