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Breaking loyalty: How out-group targeted ads impact brand devotion
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Orientador(es)
Resumo(s)
Neuromarketing combines neuroscience with marketing to better understand how emotions
influence consumer decisions, especially those that are subconscious and not captured
through traditional marketing research methods. This thesis investigates whether
advertisements targeting non-loyal consumers (the out-group) influence the loyalty of existing
loyal customers (the in-group), using emotional responses mediators. To investigate this, a
two-step experimental study was conducted with 113 participants, integrating both the
FaceReader and a questionnaire. Results showed that the out-group ad triggered higher levels
of sadness and surprise among loyal participants, however these emotions did not reduce
brand loyalty, change purchase intention, or disrupt personal goals. Mediation models
confirmed that emotional responses did not influence the behavioral outcomes. Theoretically,
this study contributes to Social Identity Theory by showing that emotional responses to grouptargeted ads can shift without immediately altering consumer behavior. It highlights a possible
gap between what people feel and what they do, especially in brand relationships. Practically,
these findings suggest that is possible for brands to do rebranding with messaging aimed at
new customer segments without losing the loyalty of their loyal base. However, emotional
reactions like sadness and surprise, might have associated risks. Tools like FaceReader offer a
cost-effective way for marketers to detect early emotional reactions and improve advertising
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
Brand loyalty Social Identity Theory Utilitarian and hedonic goals Purchase intention Emotions Neuromarketing Consumer behavior SDG 8 - Decent work and economic growth