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The power of controversy: the interplay of public opinion and individuals´ pursuit of uniqueness
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Resumo(s)
The purpose of this study is to examine the extent to which opinion climate perceptions affect consumers' purchase intentions for brands that engage in controversial socio-political issues. Additionally, the moderating effect of individuals’ needs for (non)-conformity, namely consumers' Need for Uniqueness and Susceptibility to Interpersonal Influence ,is examined. An experimental study, in which the degree of public opinion was manipulated, provides evidence that individuals who share a brand’s socio-political view, have a higher purchase intention if the perceived majority agrees or the public is evenly divided, as compared to individuals that only share their opinion with the perceived minority.
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Palavras-chave
Consumer behavior Controversial brands Uniqueness Social influence