Courting Controversy: When Taking a Stand on Social Issues Hurts Or Helps Business

Brand activism regarding socio-political issues has an asymmetric effect on consumers’ attitude towards the brand. The effect also depends on who takes the stand for the brand (source distance). Consumers process brand activism through a constructive moral reasoning process, instead of the intuitive and/or affective processes identified in moral psychology.


Sourjo Mukherjee and Niek Althuizen (2018) ,"Courting Controversy: When Taking a Stand on Social Issues Hurts Or Helps Business", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 165-166.


Sourjo Mukherjee, ESSEC Business School, France
Niek Althuizen, ESSEC Business School, France


E - European Advances in Consumer Research Volume 11 | 2018

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