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“What if a Person Gets the Vaccine and Turns into an Alligator?”: A Study of the Effect of Ideological Polarization on Purchase Intention

BBR Brazilian business review (Portuguese ed.), 2022-09, Vol.19 (5), p.565-583

COPYRIGHT 2022 Fucape Business School/ Brazilian Business Review ;2022. This work is published under https://creativecommons.org/licenses/by/4.0/ (the“License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;This work is licensed under a Creative Commons Attribution 4.0 International License. ;ISSN: 1808-2386 ;ISSN: 1807-734X ;EISSN: 1808-2386 ;EISSN: 1807-734X ;DOI: 10.15728/bbr.2022.19.5.6.en

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  • Title:
    “What if a Person Gets the Vaccine and Turns into an Alligator?”: A Study of the Effect of Ideological Polarization on Purchase Intention
  • Author: Mesquita, Eduardo ; Lopes, Evandro Luiz ; Herrero, Eliane
  • Subjects: Brand loyalty ; Conservatism ; Consumer behavior ; Consumers ; Decision making ; Hypotheses ; Ideology ; MANAGEMENT ; Mediation ; Politics ; Right and left (Political science) ; Self esteem ; Social identity ; Surveys ; Sustainable development ; Vaccines
  • Is Part Of: BBR Brazilian business review (Portuguese ed.), 2022-09, Vol.19 (5), p.565-583
  • Description: In this study, the main objective is to identify the effect of ideological polarization on the generation of both hate and purchase intent (PI), in relation to a brand. A survey encouraged 206 participants to think that a significant brand would support a political candidate antagonistic to their personal beliefs. We identified the political ideology declared and then measured the hatred generated in this situation, in addition to the regulatory focus (preventive versus promotional), and PI in relation to the brand. The results showed the relationship between the participant's ideological polarization (right-wing or left-wing) and the PI. We also identified that involvement and brand hate - as generated by a non-congruent positioning between the brand and the ideological respondent - mediated the relationship between self-congruence and PI. Additionally, regulatory focus moderated the effects of the relationships among involvement and brand hate and the PI.
  • Publisher: Vitória: Fucape Business School/ Brazilian Business Review
  • Language: English;Portuguese
  • Identifier: ISSN: 1808-2386
    ISSN: 1807-734X
    EISSN: 1808-2386
    EISSN: 1807-734X
    DOI: 10.15728/bbr.2022.19.5.6.en
  • Source: SciELO
    Alma/SFX Local Collection
    ProQuest Central
    DOAJ Directory of Open Access Journals
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