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The power of controversy: the role of consumer sSkepticism, brand identity snd consumer perception of product quality
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This field lab titled “The Power of Controversy” focuses on potentially negative effects of engaging
in controversy and conditions under which this could be mitigated. We investigated these questions
in three individual studies. The first study focuses on a spillover effect onto a brand’s CSR activities
such that they are perceived as less trustworthy and as being greenwashing after controversial brand
activity. The second study investigates the relationship of controversial brand activity and
consumers’ perception of product quality influenced by consumer skepticism and consumer-brand
identification. The third study explores what could mitigate the negative effects of engaging in
controversy by examining the role of brand loyalty, which previous research has shown to have a
significant buffering effect. We report and discuss results in each individual work project in detail.
Overall, our results suggest that brands should be more cautious. When buying or using a product
from a familiar brand, consumers often have expectations about its quality, that is influenced by
extrinsic factors. Even with direct prior experience, theirperception might still be influenced by
external signals. A brand’s engagement in socio-politicaltopics can be one of these signals. This
research investigates whether brand controversy leads to lower consumers’ perception of product
quality due to increased consumer skepticism and how consumer-brand identity can mitigate this
relationship. An experimental study withcontroversy and brand identity as manipulated variables
was conducted, however it did not findsupport for the hypotheses.
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Controversial brands Consumer skepticism Quality perception Product evaluation External cues Brand identity