The allure of controversial brands: do controversial brands promote personal agency?

Detalhes bibliográficos
Autor(a) principal: Pereira, Catarina Pedro De Albuquerque
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/10362/138135
Resumo: One’s own perception of agency can be an empowering sensation. When sense of agency feels low, individuals may turn to secondary entities to restore it. The following work poses that Individuals with a low sense of Agency are more attracted to controversial brands, as these signal power and as a means to restore agency. Furthermore, that controversial brands are empowering to consumers with low sense of agency. An experimental study where control and controversy were manipulated via two scenarios each, concluded that there is no evidence to support the main hypothesis. Nonetheless, this research opens possibilities for future work.
id RCAP_cca43004fe63b0f604c90567eb66977e
oai_identifier_str oai:run.unl.pt:10362/138135
network_acronym_str RCAP
network_name_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository_id_str 7160
spelling The allure of controversial brands: do controversial brands promote personal agency?Consumer behaviorControversial brandsDomínio/Área Científica::Ciências Sociais::Economia e GestãoOne’s own perception of agency can be an empowering sensation. When sense of agency feels low, individuals may turn to secondary entities to restore it. The following work poses that Individuals with a low sense of Agency are more attracted to controversial brands, as these signal power and as a means to restore agency. Furthermore, that controversial brands are empowering to consumers with low sense of agency. An experimental study where control and controversy were manipulated via two scenarios each, concluded that there is no evidence to support the main hypothesis. Nonetheless, this research opens possibilities for future work.Consiglio, IreneRUNPereira, Catarina Pedro De Albuquerque2022-05-18T13:03:27Z2021-12-202021-05-212021-12-20T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/138135TID:202964043enginfo: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:RCAAP2024-03-11T05:15:28Zoai:run.unl.pt:10362/138135Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:48:58.242861Repositório 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 allure of controversial brands: do controversial brands promote personal agency?
title The allure of controversial brands: do controversial brands promote personal agency?
spellingShingle The allure of controversial brands: do controversial brands promote personal agency?
Pereira, Catarina Pedro De Albuquerque
Consumer behavior
Controversial brands
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short The allure of controversial brands: do controversial brands promote personal agency?
title_full The allure of controversial brands: do controversial brands promote personal agency?
title_fullStr The allure of controversial brands: do controversial brands promote personal agency?
title_full_unstemmed The allure of controversial brands: do controversial brands promote personal agency?
title_sort The allure of controversial brands: do controversial brands promote personal agency?
author Pereira, Catarina Pedro De Albuquerque
author_facet Pereira, Catarina Pedro De Albuquerque
author_role author
dc.contributor.none.fl_str_mv Consiglio, Irene
RUN
dc.contributor.author.fl_str_mv Pereira, Catarina Pedro De Albuquerque
dc.subject.por.fl_str_mv Consumer behavior
Controversial brands
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Consumer behavior
Controversial brands
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description One’s own perception of agency can be an empowering sensation. When sense of agency feels low, individuals may turn to secondary entities to restore it. The following work poses that Individuals with a low sense of Agency are more attracted to controversial brands, as these signal power and as a means to restore agency. Furthermore, that controversial brands are empowering to consumers with low sense of agency. An experimental study where control and controversy were manipulated via two scenarios each, concluded that there is no evidence to support the main hypothesis. Nonetheless, this research opens possibilities for future work.
publishDate 2021
dc.date.none.fl_str_mv 2021-12-20
2021-05-21
2021-12-20T00:00:00Z
2022-05-18T13:03:27Z
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/10362/138135
TID:202964043
url http://hdl.handle.net/10362/138135
identifier_str_mv TID:202964043
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_ 1799138089783787520

Registros relacionados