This paper investigates the impact of the U.S: China trade relationship on the American consumer market.Research shows there is an increase in the animosity towards Chinese products. Explanations are given toChinese for the reasons why American consumers have animosity and ways to improve the trade relationshipto reduce the animosity of Chinese imports. This paper also briefly highlights similarities and differences inthe two cases of U.S.-Japan and U.S: China relations; including the role of foreign direct investment,technology transfer, and currency misalignment, and a comparison of the macroeconomic conditionsassociated with the bilateral trade imbalances and their implications for the conclusions of the tworelationships. The paper concludes with suggestions for future policies and strategies to Chinese manufacturers, government, and American marketers, managers and firms for ways to improve the currentrelationship to provide stable economic conditions, rebranding China, and with better communication, avoidsa trade war in the future.
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