Politically Charged: What Is the Effect of a Brand Taking a Decisive Political Stance?

Christopher Hydock, Georgetown University, USA
Anne Wilson, Georgetown University, USA
Beyond expressing their sentiment, consumers often vow to take action following brands’ announcements of a political stance. Four studies document the effect of taking a political stance on consumer attitude toward a business, and willingness to sacrifice monetary value. Attitude was mediated by perceived extremeness of a stance and willingness to sacrifice value was moderated by the extent of the sacrifice.
[ to cite ]:
Christopher Hydock and Anne Wilson (2014) ,"Politically Charged: What Is the Effect of a Brand Taking a Decisive Political Stance?", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 787-787.