In a column on ICE, Dr. Willie Abraham,  summarizes a study that examined the impact of hostility on consumer involvement and behavior. The study was conducted in Israel and England and included 340 participants from the two countries. Furthermore, the study also examined the effect of consumer involvement on the purchase of German products. Although hostility can arise for many reasons, the research focused on one in particular reason: hostility as a result of the Holocaust. Dr. Abraham is a lecturer in the Department of Advertising and Marketing Communications and an expert in consumer behavior and international marketing.

 ‎