Ladeira, Wagner JuniorRasul, TareqPinto, Diego CostaSantini, Fernando de OliveiraDalmoro, MarlonFrantz, BernardoRosa, Jean Carlos de OliveiraAzhar, Mohd2025-10-072025-10-072026-05-050736-3761PURE: 116526452PURE UUID: a3a5e43f-31b2-4597-828d-ac9d3ed15340Scopus: 105024424973WOS: 001586820200001ORCID: /0000-0003-4418-9450/work/193715020http://hdl.handle.net/10362/189099Ladeira, W. J., Rasul, T., Pinto, D. C., Santini, F. D. O., Dalmoro, M., Frantz, B., Rosa, J. C. D. O., & Azhar, M. (2026). Denial mechanisms as a deviant consumer behavior: The role of cognitive processing. Journal of Consumer Marketing, 43(4), 578–594. https://doi.org/10.1108/JCM-11-2024-7321 --- %ABS1%Purpose: This study investigates how denial mechanisms influence consumer behavior by heightening visual cognitive processing, using eye-tracking to explore these effects across scenarios involving deviant consumer behavior, such as choosing copycat or illegal brands. The study aims to deepen understanding of the cognitive dynamics behind defensive consumer responses. Design/methodology/approach: The study comprises three experiments across different scenarios: deviant behavior with wine selection, copycat brands versus leading brands, and legal versus illegal streaming services. The last two studies assess how denial mechanisms impact visual cognitive processing and shape subsequent behavioral intentions by measuring eye fixation and gaze duration. Findings: The results reveal that denial mechanisms intensify visual cognitive processing, especially when consumers face morally ambiguous choices. Heightened cognitive engagement correlates with stronger behavioral intentions toward deviant choices, confirming that denial is a defensive process that prompts greater focus and influences decision-making under ethically challenging conditions. Originality: This research pioneers linking denial mechanisms to visual cognitive processing in consumer behavior. Using eye-tracking to quantify denial’s cognitive effects offers a novel methodological approach. It contributes to a nuanced understanding of consumer defensive behaviors, adding practical insights for marketing strategies in morally complex environments.171491306engDenial mechanismsdeviant consumer behaviorbehavioral intentionscognitive processeseye trackingBusiness and International ManagementMarketingSDG 12 - Responsible Consumption and ProductionSDG 8 - Decent Work and Economic Growthjournal article10.1108/JCM-11-2024-7321https://www.scopus.com/pages/publications/105024424973https://www.webofscience.com/wos/woscc/full-record/WOS:001586820200001