The role of authenticity and skepticism in consumers’ reactions to brand activism
通过两项实验研究，发现品牌行动主义的内在动机和高影响力能提升消费者感知的真实性，进而减少怀疑并引发积极反应。
For brands that engage in activism by taking a stand on controversial socio-political topics, prior research has demonstrated that perceptions of authenticity are critical for evoking positive reactions among consumers. In two experimental studies, we establish two determinants of such perceived authenticity of brand activism: Both an intrinsic (vs. extrinsic) motivation and a high (vs. low) impact of a brand’s activism increase consumers’ authenticity perceptions, which then positively relate to consumer reactions to brand activism. In Study 2, with a representative sample of German consumers, we further clarify that perceptions of authenticity reduce consumers’ skepticism toward brand activism. These findings thus shed new light on which factors can prompt authenticity perceptions, as well as more positive attitudes toward brand activism campaigns.