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Understanding Unconscious and Conscious Drivers in Consumer Rejection of Technology Brands
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Orientador(es)
Resumo(s)
Up to 95 per cent of cognition, including decision-making processes, transpires within the
unconscious mind. This thesis investigates the factors that influence brand rejection, focusing
on subconscious and conscious decision-making processes. The analysis is based on 11
qualitative in-depth interviews using elicitation as a method to explore participants'
experiences and perceptions regarding various brands, focusing mainly on technology.
Findings reveal that subconscious influences play a significant role in shaping consumer
preferences, often operating automatically and beyond conscious awareness. Negative
emotions, often linked to past negative experiences, play a significant role in conscious brand
rejection. Ethical considerations, such as sustainability and labour practices, are also crucial
determinants. Brand hate can be likened to an iceberg, with visible rational reasons at the
surface and deeper, hidden emotional and psychological factors beneath. Social proof and the
desire for group belonging significantly influence brand choices. Effective marketing
communication can trigger consumer attraction or repulsion based on the associations it
creates in their minds. Despite extensive research on conscious brand avoidance, there is a
less explored area of unconscious emotional brand rejection. While positive emotional bonds
foster loyalty, negative experiences profoundly affect brand acceptance and rejection. Finally,
this thesis presents theoretical and practical implications based on these findings, offering
insights for future research and real-world applications in marketing strategies.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Unconscious Consumer Brand Rejection Emotions Memories Triggers SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure SDG 12 - Responsible production and consumption SDG 17 - Partnerships for the goals