Kuanr, Abhisek and Pradhan, Debasis and Lyngdoh, Teidorlang and Lee, Michael SW (2022) 'Why do consumers subvert brands? investigating the influence of subjective well-being on brand avoidance.' Psychology and Marketing, 39 (3). pp. 612-633. ISSN 0742-6046
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Abstract
Negative consumer–brand interactions often result in consumer subversion, in which consumers actively reject or avoid brands. To date, the role of positive emotional states, such as subjective well-being, in brand avoidance remains a crucial oversight in the literature seeking to address consumer subversion. In this study, comprising three studies, we examine why and when subjective well-being influences brand avoidance. Drawing on self-control theory and the literature related to anti-consumption, we argue and demonstrate in Study 1 (N = 330) that subjective well-being enhances consumers' ability to avoid brands that transgress moral and ethical norms. Study 2 (N = 251) reveals the underlying psychological process by which subjective well-being engenders greater self-control in consumers who, as a response, exhibit brand avoidance behavior. Study 3 (N = 243) indicates that anti-consumption attitude serves as the boundary condition; it specifically demonstrates that a macro-oriented anti-consumption attitude accentuates the influence of subjective well-being on brand avoidance, whereas a micro-oriented anti-consumption attitude does not have any effect. Our research contributes to the consumer subversion literature by evaluating the influence of subjective well-being on moral brand avoidance. This study offers key insights for marketing managers entering markets containing consumers with high or low subjective well-being.
Item Type: | Article |
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Additional Information: | Source info: Psychology and Marketing. doi:10.1002/mar.21606 |
Uncontrolled Keywords: | anti-consumption; brand avoidance; consumer subversion; self-control theory; subjective well-being |
Divisions: | Faculty of Social Sciences Faculty of Social Sciences > Essex Business School |
SWORD Depositor: | Elements |
Depositing User: | Elements |
Date Deposited: | 04 Jan 2022 11:06 |
Last Modified: | 16 Feb 2022 03:42 |
URI: | http://repository.essex.ac.uk/id/eprint/31656 |
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