The Effect of Customers' Negative Emotions on Purchasing Intention of Products of Hostile Country, Considering the Moderating Role of Products Quality (Case Study: iPhone Brand in Iran)

The purpose of this study is to examine the effect of negative emotions (anger, fear, contempt and disgust) on customer’s purchasing intention of Products of Hostile Country, considering the moderating role of products quality. In this study, structural equation modelling methods and smart PLS 2 and SPSS 25 software were applied. The statistical population of this study were Iranian owners of iPhones, from which 384 people were chosen as the sample group using simple sampling method and their attitude were collected through a questionnaire. The results indicated that the negative emotions of anger, contempt and disgust have significant effect on purchase intention of iPhone brand products in Iran, but fear doesn’t have a significant effect on purchasing intention of customers. Furthermore, the results showed products quality has a moderating role on the relationship between anger and purchasing intention. The quality variable does not show moderating effect between other independent and dependent variables. The findings were discussed in strategy settings of international forms and policy making of countries that are willing to limit the economic presence of countries with hostile attitudes in their market, with the help of the differences in the nature of the above-mentioned negative emotions and attribution theory.