The power of controversy: the allure of controversial brands

Detalhes bibliográficos
Autor(a) principal: Alvandi, Dorna
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/10362/107362
Resumo: Powerlessness can encourage people to increase their consumption. They do so to restore their feelings of control. It is interesting to understand what characteristics of a brand attract them in powerless states. The allure of controversy could be the answer. Controversial behaviors bear a social cost, e.g. social backlash and gossip,which can signal power and authority. A brand that is perceived that way could display the same authority that is seemingly soattractive. That is, by embodying controversial attributes which help powerless consumers restore their power. An experiment in the context of a recent brand controversy did not find support for these hypotheses.
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spelling The power of controversy: the allure of controversial brandsPowerConsumptionBrandControversyDomínio/Área Científica::Ciências Sociais::Economia e GestãoPowerlessness can encourage people to increase their consumption. They do so to restore their feelings of control. It is interesting to understand what characteristics of a brand attract them in powerless states. The allure of controversy could be the answer. Controversial behaviors bear a social cost, e.g. social backlash and gossip,which can signal power and authority. A brand that is perceived that way could display the same authority that is seemingly soattractive. That is, by embodying controversial attributes which help powerless consumers restore their power. An experiment in the context of a recent brand controversy did not find support for these hypotheses.Consiglio, IreneRUNAlvandi, Dorna2020-11-18T10:50:40Z2020-01-232020-012020-01-23T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/107362TID:202496589enginfo: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:RCAAP2024-03-11T04:52:05Zoai:run.unl.pt:10362/107362Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:40:57.065945Repositório 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 The power of controversy: the allure of controversial brands
title The power of controversy: the allure of controversial brands
spellingShingle The power of controversy: the allure of controversial brands
Alvandi, Dorna
Power
Consumption
Brand
Controversy
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short The power of controversy: the allure of controversial brands
title_full The power of controversy: the allure of controversial brands
title_fullStr The power of controversy: the allure of controversial brands
title_full_unstemmed The power of controversy: the allure of controversial brands
title_sort The power of controversy: the allure of controversial brands
author Alvandi, Dorna
author_facet Alvandi, Dorna
author_role author
dc.contributor.none.fl_str_mv Consiglio, Irene
RUN
dc.contributor.author.fl_str_mv Alvandi, Dorna
dc.subject.por.fl_str_mv Power
Consumption
Brand
Controversy
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Power
Consumption
Brand
Controversy
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Powerlessness can encourage people to increase their consumption. They do so to restore their feelings of control. It is interesting to understand what characteristics of a brand attract them in powerless states. The allure of controversy could be the answer. Controversial behaviors bear a social cost, e.g. social backlash and gossip,which can signal power and authority. A brand that is perceived that way could display the same authority that is seemingly soattractive. That is, by embodying controversial attributes which help powerless consumers restore their power. An experiment in the context of a recent brand controversy did not find support for these hypotheses.
publishDate 2020
dc.date.none.fl_str_mv 2020-11-18T10:50:40Z
2020-01-23
2020-01
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/10362/107362
TID:202496589
url http://hdl.handle.net/10362/107362
identifier_str_mv TID:202496589
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)
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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
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