“What if a Person Gets the Vaccine and Turns into an Alligator?”: A Study of the Effect of Ideological Polarization on Purchase Intention
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng por |
Título da fonte: | BBR. Brazilian Business Review (English edition. Online) |
Texto Completo: | http://www.bbronline.com.br/index.php/bbr/article/view/724 |
Resumo: | In this study, the main objective is to identify the effect of ideological polarization on the generation of both hate and purchase intent (PI), in relation to a brand. A survey encouraged 206 participants to think that a significant brand would support a political candidate antagonistic to their personal beliefs. We identified the political ideology declared and then measured the hatred generated in this situation, in addition to the regulatory focus (preventive versus promotional), and PI in relation to the brand. The results showed the relationship between the participant’s ideological polarization (right-wing or left-wing) and the PI. We also identified that involvement and brand hate – as generated by a non-congruent positioning between the brand and the ideological respondent – mediated the relationship between self-congruence and PI. Additionally, regulatory focus moderated the effects of the relationships among involvement and brand hate and the PI. |
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“What if a Person Gets the Vaccine and Turns into an Alligator?”: A Study of the Effect of Ideological Polarization on Purchase Intention“E se a Pessoa Tomar a Vacina e Virar um Jacaré?”: Um Estudo do Efeito da Polarização Ideológica na Intenção de CompraPolitical polarizationPurchase intentionBrand hateRegulatory focusPolarização políticaIntenção de compraÓdio à marcaFoco regulatórioIn this study, the main objective is to identify the effect of ideological polarization on the generation of both hate and purchase intent (PI), in relation to a brand. A survey encouraged 206 participants to think that a significant brand would support a political candidate antagonistic to their personal beliefs. We identified the political ideology declared and then measured the hatred generated in this situation, in addition to the regulatory focus (preventive versus promotional), and PI in relation to the brand. The results showed the relationship between the participant’s ideological polarization (right-wing or left-wing) and the PI. We also identified that involvement and brand hate – as generated by a non-congruent positioning between the brand and the ideological respondent – mediated the relationship between self-congruence and PI. Additionally, regulatory focus moderated the effects of the relationships among involvement and brand hate and the PI.O objetivo deste estudo é identificar o efeito da polarização ideológica na geração de ódio e na intenção de compra (IC) em relação a uma marca. Por meio de um survey, no qual 206 participantes foram estimulados(as) a pensar que uma marca relevante para suas vidas estaria financiando um candidato político totalmente antagônico a suas crenças pessoais, identificamos a ideologia política declarada e mensuramos o ódio decorrente dessa situação, além do perfil regulatório (preventivo versus promocional) e a IC em relação à marca alvo. Os resultados evidenciaram a relação entre a polarização ideológica do participante (direita ou esquerda) e a IC. Identificamos, ainda, que o envolvimento e o ódio à marca – gerado por um posicionamento ideológico incongruente entre a marca e o respondente – medeiam a relação entre a autocongruência e a IC. Além disso, o perfil reguFUCAPE Business Shool2022-09-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleArtigo revisado pelos paresapplication/pdfapplication/pdfhttp://www.bbronline.com.br/index.php/bbr/article/view/72410.15728/bbr.2022.19.5.6.enBrazilian Business Review; Vol. 19 No. 5 (2022): September to October 2022; 565-583Brazilian Business Review; v. 19 n. 5 (2022): Setembro a Outubro 2022; 565-5831808-23861807-734Xreponame:BBR. Brazilian Business Review (English edition. Online)instname:Fucape Business School (FBS)instacron:FBSengporhttp://www.bbronline.com.br/index.php/bbr/article/view/724/1083http://www.bbronline.com.br/index.php/bbr/article/view/724/1084Copyright (c) 2022 Brazilian Business Reviewhttp://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessMesquita, EduardoMesquita, EduardoLopes, EvandroHerrero, Eliane2022-09-01T20:02:47Zoai:ojs.pkp.sfu.ca:article/724Revistahttps://www.bbronline.com.br/index.php/bbr/indexONGhttp://www.bbronline.com.br/index.php/bbr/oai|| bbronline@bbronline.com.br1808-23861808-2386opendoar:2022-09-01T20:02:47BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)false |
dc.title.none.fl_str_mv |
“What if a Person Gets the Vaccine and Turns into an Alligator?”: A Study of the Effect of Ideological Polarization on Purchase Intention “E se a Pessoa Tomar a Vacina e Virar um Jacaré?”: Um Estudo do Efeito da Polarização Ideológica na Intenção de Compra |
title |
“What if a Person Gets the Vaccine and Turns into an Alligator?”: A Study of the Effect of Ideological Polarization on Purchase Intention |
spellingShingle |
“What if a Person Gets the Vaccine and Turns into an Alligator?”: A Study of the Effect of Ideological Polarization on Purchase Intention Mesquita, Eduardo Political polarization Purchase intention Brand hate Regulatory focus Polarização política Intenção de compra Ódio à marca Foco regulatório |
title_short |
“What if a Person Gets the Vaccine and Turns into an Alligator?”: A Study of the Effect of Ideological Polarization on Purchase Intention |
title_full |
“What if a Person Gets the Vaccine and Turns into an Alligator?”: A Study of the Effect of Ideological Polarization on Purchase Intention |
title_fullStr |
“What if a Person Gets the Vaccine and Turns into an Alligator?”: A Study of the Effect of Ideological Polarization on Purchase Intention |
title_full_unstemmed |
“What if a Person Gets the Vaccine and Turns into an Alligator?”: A Study of the Effect of Ideological Polarization on Purchase Intention |
title_sort |
“What if a Person Gets the Vaccine and Turns into an Alligator?”: A Study of the Effect of Ideological Polarization on Purchase Intention |
author |
Mesquita, Eduardo |
author_facet |
Mesquita, Eduardo Lopes, Evandro Herrero, Eliane |
author_role |
author |
author2 |
Lopes, Evandro Herrero, Eliane |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Mesquita, Eduardo Mesquita, Eduardo Lopes, Evandro Herrero, Eliane |
dc.subject.por.fl_str_mv |
Political polarization Purchase intention Brand hate Regulatory focus Polarização política Intenção de compra Ódio à marca Foco regulatório |
topic |
Political polarization Purchase intention Brand hate Regulatory focus Polarização política Intenção de compra Ódio à marca Foco regulatório |
description |
In this study, the main objective is to identify the effect of ideological polarization on the generation of both hate and purchase intent (PI), in relation to a brand. A survey encouraged 206 participants to think that a significant brand would support a political candidate antagonistic to their personal beliefs. We identified the political ideology declared and then measured the hatred generated in this situation, in addition to the regulatory focus (preventive versus promotional), and PI in relation to the brand. The results showed the relationship between the participant’s ideological polarization (right-wing or left-wing) and the PI. We also identified that involvement and brand hate – as generated by a non-congruent positioning between the brand and the ideological respondent – mediated the relationship between self-congruence and PI. Additionally, regulatory focus moderated the effects of the relationships among involvement and brand hate and the PI. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-09-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article Artigo revisado pelos pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/724 10.15728/bbr.2022.19.5.6.en |
url |
http://www.bbronline.com.br/index.php/bbr/article/view/724 |
identifier_str_mv |
10.15728/bbr.2022.19.5.6.en |
dc.language.iso.fl_str_mv |
eng por |
language |
eng por |
dc.relation.none.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/724/1083 http://www.bbronline.com.br/index.php/bbr/article/view/724/1084 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2022 Brazilian Business Review http://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2022 Brazilian Business Review http://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
FUCAPE Business Shool |
publisher.none.fl_str_mv |
FUCAPE Business Shool |
dc.source.none.fl_str_mv |
Brazilian Business Review; Vol. 19 No. 5 (2022): September to October 2022; 565-583 Brazilian Business Review; v. 19 n. 5 (2022): Setembro a Outubro 2022; 565-583 1808-2386 1807-734X reponame:BBR. Brazilian Business Review (English edition. Online) instname:Fucape Business School (FBS) instacron:FBS |
instname_str |
Fucape Business School (FBS) |
instacron_str |
FBS |
institution |
FBS |
reponame_str |
BBR. Brazilian Business Review (English edition. Online) |
collection |
BBR. Brazilian Business Review (English edition. Online) |
repository.name.fl_str_mv |
BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS) |
repository.mail.fl_str_mv |
|| bbronline@bbronline.com.br |
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1754732239909814272 |