How do controversial foreign country images affect consumers?

Research shows that controversial political–economic, social, and environmental country images affect consumer responses to foreign products. This study adds the existing evidence by examining contingent role of subjective knowledge (domestic vs. foreign) image congruence in relationships between two major determinants country-driven (anti-)consumption: product judgements animosity. The findings draw on survey data (N = 400) Spanish consumers' views China Chinese apparel results indicate higher about social issues (negatively) affecting can lead attenuated (positive) such judgements. Further, more negative result from incongruent images—that is, when consumers are critical than their home areas. Instead, there is limited support for hypotheses involving animosity as an outcome. Implications theory, policy, practice discussed.