Final answer:
Consumer animosity is a negative feeling held by consumers towards a brand or product due to political, economic, or historical issues; it is not a positive feeling as suggested about sports teams. The statement is False. Companies must handle consumer animosity with care through strategic marketing and corporate responsibility.
Step-by-step explanation:
Consumer animosity refers to the negative feelings that consumers may harbor towards a particular brand, company, or product from a specific country due to political, economic, or historical reasons. It is False that consumer animosity is a positive feeling directed from the consumer to a sports team. Instead, it often leads to the rejection of the target's products or brands, even if these products are of good quality or value. For instance, consumers may refuse to purchase goods from a country they associate with negative events or actions, such as wars or unfair trade practices, regardless of their interest in the product.
Dealing with consumer animosity can be challenging for companies, as these feelings are deeply rooted in personal beliefs and collective memories, and are not necessarily related to the direct experience with the product or service. Firms must engage in sensitive marketing and corporate social responsibility practices to address and possibly mitigate these negative sentiments.