NEW YORK, Dec. 6 (UPI) -- Research by U.S. and Singapore scientists suggests one's political views do not necessarily lead to product purchases based on country of origin.
While research has been conducted on how general mood affects purchases, Durairaj Maheswaran of New York University and Cathy Yi Chen of the Singapore School of Management said their study is the first to analyze specific emotions such as frustration, anger and sadness.
They found angry people try to punish a country by not buying its products while people saddened by a country's actions believe the event is beyond human control and their emotions do not affect their purchases.
"Companies should anticipate and minimize the effect of incidental emotions that are induced by national events by designing strategies that mitigate such emotional influences," write the authors.
The study appears in the December issue of the Journal of Consumer Research.
