Getting political: The value‐protective effects of expressed outgroup outrage on self‐brand connection
研究了品牌在社会营销中采取立场引发外群体愤怒时，如何反而增强支持该价值的消费者的品牌联结和购买意愿，通过五个实验验证了价值威胁效应及其调节因素。
Abstract Brands are increasingly engaging in social marketing campaigns that take stances on important social issues. Such campaigns can garner considerable awareness and effectively encourage consumers to purchase the focal brand. However, they can also outrage other consumer segments who disapprove of the brand's social stance. While social campaigns that outrage consumer groups would normally be undesirable, our research investigates how they can alternatively have a positive impact for brands that support the attacked value. This prediction is based on the premise that outrage expressed towards a social campaign threatens the value involved, causing consumers who want to defend that value to engage in symbolic protective responses by strengthening self‐brand connections and increasing purchase intentions. Five experiments validate this theorizing, and further show that these social threat effects are moderated by the type of outgroup that expressed the outrage and the level of viral support the expressed outrage received. Implications for the social marketing and brand relationship literatures are discussed.