Taking a stand: regaining power by purchasing controversial brands

Detalhes bibliográficos
Autor(a) principal: Gomes, Marta Carvalho
Data de Publicação: 2020
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/104567
Resumo: People want to escape theaversive state of powerlessness,asitmakes them feel out of control and induces negative effects. One waythrough which peopleresolvethe absenceof personal control iscompensatory consumption. This work theorizes that powerless individuals will consume more controversial brands because theyare perceived by those individuals as powerful. Byconducting anexperimental study, in whichbrand controversy was manipulated via twoscenarios, no evidence was foundtosupportthemainhypothesis.Unexpectedly, it was found that controversial brands are perceived as less powerful by powerless individuals than by powerful individuals.
id RCAP_315d87816b6dd5ecddd457e99d4cb6b1
oai_identifier_str oai:run.unl.pt:10362/104567
network_acronym_str RCAP
network_name_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository_id_str 7160
spelling Taking a stand: regaining power by purchasing controversial brandsPowerCompensatory consumptionControversial brandsBrand risk-takingDomínio/Área Científica::Ciências Sociais::Economia e GestãoPeople want to escape theaversive state of powerlessness,asitmakes them feel out of control and induces negative effects. One waythrough which peopleresolvethe absenceof personal control iscompensatory consumption. This work theorizes that powerless individuals will consume more controversial brands because theyare perceived by those individuals as powerful. Byconducting anexperimental study, in whichbrand controversy was manipulated via twoscenarios, no evidence was foundtosupportthemainhypothesis.Unexpectedly, it was found that controversial brands are perceived as less powerful by powerless individuals than by powerful individuals.Consiglio, IreneRUNGomes, Marta Carvalho2020-09-23T12:44:42Z2020-01-232020-01-032020-01-23T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/104567TID:202492974enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T04:50:06Zoai:run.unl.pt:10362/104567Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:40:16.764391Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Taking a stand: regaining power by purchasing controversial brands
title Taking a stand: regaining power by purchasing controversial brands
spellingShingle Taking a stand: regaining power by purchasing controversial brands
Gomes, Marta Carvalho
Power
Compensatory consumption
Controversial brands
Brand risk-taking
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Taking a stand: regaining power by purchasing controversial brands
title_full Taking a stand: regaining power by purchasing controversial brands
title_fullStr Taking a stand: regaining power by purchasing controversial brands
title_full_unstemmed Taking a stand: regaining power by purchasing controversial brands
title_sort Taking a stand: regaining power by purchasing controversial brands
author Gomes, Marta Carvalho
author_facet Gomes, Marta Carvalho
author_role author
dc.contributor.none.fl_str_mv Consiglio, Irene
RUN
dc.contributor.author.fl_str_mv Gomes, Marta Carvalho
dc.subject.por.fl_str_mv Power
Compensatory consumption
Controversial brands
Brand risk-taking
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Power
Compensatory consumption
Controversial brands
Brand risk-taking
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description People want to escape theaversive state of powerlessness,asitmakes them feel out of control and induces negative effects. One waythrough which peopleresolvethe absenceof personal control iscompensatory consumption. This work theorizes that powerless individuals will consume more controversial brands because theyare perceived by those individuals as powerful. Byconducting anexperimental study, in whichbrand controversy was manipulated via twoscenarios, no evidence was foundtosupportthemainhypothesis.Unexpectedly, it was found that controversial brands are perceived as less powerful by powerless individuals than by powerful individuals.
publishDate 2020
dc.date.none.fl_str_mv 2020-09-23T12:44:42Z
2020-01-23
2020-01-03
2020-01-23T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/104567
TID:202492974
url http://hdl.handle.net/10362/104567
identifier_str_mv TID:202492974
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
_version_ 1799138017943748608

Registros relacionados