摘要：The concept of consumers’ animosity Klein, Ettenson and Morris (1998, 90) defined as remaining of the antipathy connected to previous or ongoing military, political or economic events. The consumers’ animosity in Bosnia and Herzegovina (B&H) was researched on a representative sample (n=1000) using a pull questionnaire method at the state level. The methodological approach to animosity is based on personal perception of the examinees on the role of considered countries in the war in B&H. The countries considered in this research are also the most important foreign trade partners of B&H: Croatia, Serbia and the EU as a region. The results of this research show that the citizens of B&H country, who belong to different ethnic groups, disagree on the matter of the role of considered countries in the war in B&H. It was also found that in the case of consumers’ animosity ethnic belonging in multicultural context of B&H has determinant role. Ethnic belonging has great influences on the level and direction of consumers’ animosity as well as on evaluation of considered countries and their products from the perspective of consumers’ animosity.
关键词：consumers’ animosity; ethnic belonging; product evaluation; willingness to buy
