The power of controversy: the effect of a standard controversy in consumer intentions
Autor(a) principal: | |
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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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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 |
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info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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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 |
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