The power of controversy: compensatory consumption among younger and older consumers

Detalhes bibliográficos
Autor(a) principal: Hieber, Carina
Data de Publicação: 2021
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/139081
Resumo: The prevalence of belief-driven buying has never been more apparent than today. This study on compensatory consumption proposes brand controversy as a potentially enticing factor for younger individuals to compensate for powerlessness. It is hypothesized that younger individuals feel less powerful as they experience less political power and therefore use controversial brands to escape the aversive state of powerlessness through compensatory purchasing behavior. By performing a scenario-based experiment, no evidence supported the central hypothesis. However, it was discovered that younger individuals feel powerless since they experience less political power than older individuals. The gathered insights will assist companies in determining whether it is advantageous to venture into controversy.
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spelling The power of controversy: compensatory consumption among younger and older consumersConsumer behaviorControversial brandsCompensatory consumptionPowerPurchase intentionPolitical powerAge effectsDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe prevalence of belief-driven buying has never been more apparent than today. This study on compensatory consumption proposes brand controversy as a potentially enticing factor for younger individuals to compensate for powerlessness. It is hypothesized that younger individuals feel less powerful as they experience less political power and therefore use controversial brands to escape the aversive state of powerlessness through compensatory purchasing behavior. By performing a scenario-based experiment, no evidence supported the central hypothesis. However, it was discovered that younger individuals feel powerless since they experience less political power than older individuals. The gathered insights will assist companies in determining whether it is advantageous to venture into controversy.Consiglio, IreneRUNHieber, Carina2022-05-31T16:22:52Z2022-01-172021-01-172022-01-17T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/139081TID:202998282enginfo: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:RCAAP2024-03-11T05:16:25Zoai:run.unl.pt:10362/139081Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:49:18.759098Repositório 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: compensatory consumption among younger and older consumers
title The power of controversy: compensatory consumption among younger and older consumers
spellingShingle The power of controversy: compensatory consumption among younger and older consumers
Hieber, Carina
Consumer behavior
Controversial brands
Compensatory consumption
Power
Purchase intention
Political power
Age effects
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short The power of controversy: compensatory consumption among younger and older consumers
title_full The power of controversy: compensatory consumption among younger and older consumers
title_fullStr The power of controversy: compensatory consumption among younger and older consumers
title_full_unstemmed The power of controversy: compensatory consumption among younger and older consumers
title_sort The power of controversy: compensatory consumption among younger and older consumers
author Hieber, Carina
author_facet Hieber, Carina
author_role author
dc.contributor.none.fl_str_mv Consiglio, Irene
RUN
dc.contributor.author.fl_str_mv Hieber, Carina
dc.subject.por.fl_str_mv Consumer behavior
Controversial brands
Compensatory consumption
Power
Purchase intention
Political power
Age effects
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Consumer behavior
Controversial brands
Compensatory consumption
Power
Purchase intention
Political power
Age effects
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description The prevalence of belief-driven buying has never been more apparent than today. This study on compensatory consumption proposes brand controversy as a potentially enticing factor for younger individuals to compensate for powerlessness. It is hypothesized that younger individuals feel less powerful as they experience less political power and therefore use controversial brands to escape the aversive state of powerlessness through compensatory purchasing behavior. By performing a scenario-based experiment, no evidence supported the central hypothesis. However, it was discovered that younger individuals feel powerless since they experience less political power than older individuals. The gathered insights will assist companies in determining whether it is advantageous to venture into controversy.
publishDate 2021
dc.date.none.fl_str_mv 2021-01-17
2022-05-31T16:22:52Z
2022-01-17
2022-01-17T00:00:00Z
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/10362/139081
TID:202998282
url http://hdl.handle.net/10362/139081
identifier_str_mv TID:202998282
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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instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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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
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