The power of controversy: the effect of a standard controversy in consumer intentions

Detalhes bibliográficos
Autor(a) principal: Alves, Bernardo Gomes
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/10362/123105
Resumo: This work studies the impact of brand controversies on consumer perception, while analyzing if people with low levels of control may be more susceptiblet o be attracted by those brands, even when they do not have an opinion on the controversial topic. An experiment was undertaken in which participants answered several questions regarding their perception of brands and what their intentions would be in a similar situation. Results demonstrated that companies involved in controversies signal power and control, even for consumers that do not support any side in the controversy. Manifesting interest in the topic showed to meditate that effect, indicating the existence of an activating variable.
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spelling The power of controversy: the effect of a standard controversy in consumer intentionsPowerControlControversyConsumer behaviorDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis work studies the impact of brand controversies on consumer perception, while analyzing if people with low levels of control may be more susceptiblet o be attracted by those brands, even when they do not have an opinion on the controversial topic. An experiment was undertaken in which participants answered several questions regarding their perception of brands and what their intentions would be in a similar situation. Results demonstrated that companies involved in controversies signal power and control, even for consumers that do not support any side in the controversy. Manifesting interest in the topic showed to meditate that effect, indicating the existence of an activating variable.Consiglio, IreneRUNAlves, Bernardo Gomes2024-01-01T01:30:34Z2021-01-122021-012021-01-12T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/123105TID:202742830enginfo: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:RCAAP2024-03-11T05:04:32Zoai:run.unl.pt:10362/123105Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:44:57.280525Repositório 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 effect of a standard controversy in consumer intentions
title The power of controversy: the effect of a standard controversy in consumer intentions
spellingShingle The power of controversy: the effect of a standard controversy in consumer intentions
Alves, Bernardo Gomes
Power
Control
Controversy
Consumer behavior
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short The power of controversy: the effect of a standard controversy in consumer intentions
title_full The power of controversy: the effect of a standard controversy in consumer intentions
title_fullStr The power of controversy: the effect of a standard controversy in consumer intentions
title_full_unstemmed The power of controversy: the effect of a standard controversy in consumer intentions
title_sort The power of controversy: the effect of a standard controversy in consumer intentions
author Alves, Bernardo Gomes
author_facet Alves, Bernardo Gomes
author_role author
dc.contributor.none.fl_str_mv Consiglio, Irene
RUN
dc.contributor.author.fl_str_mv Alves, Bernardo Gomes
dc.subject.por.fl_str_mv Power
Control
Controversy
Consumer behavior
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Power
Control
Controversy
Consumer behavior
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description This work studies the impact of brand controversies on consumer perception, while analyzing if people with low levels of control may be more susceptiblet o be attracted by those brands, even when they do not have an opinion on the controversial topic. An experiment was undertaken in which participants answered several questions regarding their perception of brands and what their intentions would be in a similar situation. Results demonstrated that companies involved in controversies signal power and control, even for consumers that do not support any side in the controversy. Manifesting interest in the topic showed to meditate that effect, indicating the existence of an activating variable.
publishDate 2021
dc.date.none.fl_str_mv 2021-01-12
2021-01
2021-01-12T00:00:00Z
2024-01-01T01:30:34Z
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/10362/123105
TID:202742830
url http://hdl.handle.net/10362/123105
identifier_str_mv TID:202742830
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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instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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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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