This research investigates the animosity of more than 900 Iranian consumers toward the U.S. and their propensity to purchase U.S.-made products/brands in the context of a prolonged hostility between the two countries. Our results suggest that the antecedent demographic variables of education,...

The current bilateral relationship between the United States and Iran is fraught with intense political and military tension revolving around the nuclear issue in Iran. Open hostility between the two governments has recently spilled over into national, regional, and global forums. Despite this...