Studying of the Impact Hostilities with the Country of Origin on ConsumerSentiment (Study: the Citizens of Region Five inTehran,Iran)

The consumption of domestic products is a  key Factor to stimulating economic development in each country and moving it forward. Nevertheless, the policies adopted by the authorities to buy domestic products by consumers, largely confronted with foreign products in the market have been defeated. This issue becomes more prominent when there are conflicts between Iran and the United States as the country of origin of some products. The purpose of this study is to investigate the effect of hostility with the country of origin on consumer sentiment. The statistical population of the study includes citizens over the age of 18 years in zone 5 city of Tehran. A sample of 384 people was selected through available sampling method and the data were collected through a questionnaire and library studies. In order to test the hypothesis of the research, the structural equation model and especially the path analysis technique have been used and Spss 17 and Smart PLS software have been used for this purpose. The results indicate that there is a reciprocal relationship between hostility with the Americans and the image of the country-the American product of nationalism and the desire to buy Iranian consumers.