Although an increasing body of research has focused attention on reshoring, namely, a company’s decision to relocate activities back to the home-country, how and when reshoring impacts market responses remains largely understudied and requires specific theoretical and empirical consideration. Our study complements existing research on reshoring by adopting a demand-side perspective. Through multiple, experimental and survey-based studies, conducted in two countries (Italy and the US), we verified that the interplay between Consumer Reshoring Sentiment (CRS) and Consumer Animosity (CA) leads to specific emotional reactions (gratitude and relief) which, in their turn, affect relevant market responses (positive word of mouth, willingness to buy, advocacy behaviors). Our work provides interesting insights for practitioners and international managers evaluating reshoring; they can capitalize on the positive market responses to reshoring by considering both reshoring sentiments characterizing the home-country market and consumer animosity associated with tensions between the countries involved in the reshoring decision.

中文翻译：

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消费者重新调动的情绪和虚构性：扩大我们对市场对重新调动的理解

尽管越来越多的研究集中在返工上，即公司决定将活动转移回本国，但是返工如何以及何时影响市场反应仍需大量研究，需要特殊的理论和经验考虑。我们的研究通过采用需求方的观点来补充现有的返工研究。通过在两个国家（意大利和美国）进行的多项基于实验和基于调查的研究，我们验证了消费者遣返情绪（CRS）与消费者情感（CA）之间的相互作用会导致特定的情绪反应（感恩和安心），进而影响相关的市场反应（积极的口口相传，购买意愿，倡导行为）。我们的工作为评估再分配的从业人员和国际经理提供了有趣的见解；他们可以通过考虑体现本国市场特征的重新寄售情绪以及与参与重新寄售决定的国家之间的紧张关系相关的消费者敌意，来利用市场对重新寄售的积极反应。