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The power of controversy: the allure of controversial brands
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Resumo(s)
Powerlessness can encourage people to increase their consumption. They do so to restore their feelings of control. It is interesting to understand what characteristics of a brand attract them in powerless states. The allure of controversy could be the answer. Controversial behaviors bear a social cost, e.g. social backlash and gossip,which can signal power and authority. A brand that is perceived that way could display the same authority that is seemingly soattractive. That is, by embodying controversial attributes which help powerless consumers restore their power. An experiment in the context of a recent brand controversy did not find support for these hypotheses.
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Power Consumption Brand Controversy