Hadrien Buret

Impact of Affinity in the UAM model and on willingness to interact Hadrien Buret

Affinity is a recent object of research and has been deriving from the research stream looking at ethnocentrism and country of origin effect. The main focus of the previous studies was to identify that affinity for a country was a factor of buying intention. Authors have come with more suggestions for future researches. For future research, indicated the potential of such a construct in the international management context. I decided to follow their suggestion by combining the affinity concept with an older research which looked at the adaptation of the expatriate. Gudykunst and Hammer (1988) have linked uncertainty reduction theory, with the concept of anxiety reduction, to explain intercultural adaptation and willingness to interact in an intercultural context. They argued that adaptation come through the reduction of uncertainty and the reduction of anxiety. Can affinity reduce both uncertainty and anxiety and therefore be positively related to adaptation and willingness to interact? The question of adaptation and willingness to interact with someone from an out-group is still of actuality in the business world too. These questions will be driving our research