dc.contributor.author |
Kuanr, Abhisek |
|
dc.contributor.author |
Pradhan, Debasis |
|
dc.contributor.author |
Lyngdoh, Teidorlang |
|
dc.contributor.author |
Lee, Michael SW |
|
dc.date.accessioned |
2021-12-13T01:46:04Z |
|
dc.date.available |
2021-12-13T01:46:04Z |
|
dc.date.issued |
2021-10-8 |
|
dc.identifier.issn |
0742-6046 |
|
dc.identifier.uri |
https://hdl.handle.net/2292/57756 |
|
dc.description.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. |
|
dc.language |
en |
|
dc.publisher |
Wiley |
|
dc.relation.ispartofseries |
Psychology and Marketing |
|
dc.rights |
Items in ResearchSpace are protected by copyright, with all rights reserved, unless otherwise indicated. Previously published items are made available in accordance with the copyright policy of the publisher. |
|
dc.rights.uri |
https://researchspace.auckland.ac.nz/docs/uoa-docs/rights.htm |
|
dc.subject |
Social Sciences |
|
dc.subject |
Business |
|
dc.subject |
Psychology, Applied |
|
dc.subject |
Business & Economics |
|
dc.subject |
Psychology |
|
dc.subject |
anti-consumption |
|
dc.subject |
brand avoidance |
|
dc.subject |
consumer subversion |
|
dc.subject |
self-control theory |
|
dc.subject |
subjective well-being |
|
dc.subject |
SELF-CONTROL |
|
dc.subject |
EGO DEPLETION |
|
dc.subject |
POSITIVE EMOTIONS |
|
dc.subject |
ANTI-CONSUMPTION |
|
dc.subject |
MODERATING ROLE |
|
dc.subject |
RESOURCES |
|
dc.subject |
TEMPTATION |
|
dc.subject |
FAILURE |
|
dc.subject |
MODEL |
|
dc.subject |
LIFE |
|
dc.subject |
15 Commerce, Management, Tourism and Services |
|
dc.subject |
17 Psychology and Cognitive Sciences |
|
dc.title |
Why do consumers subvert brands? investigating the influence of subjective well‐being on brand avoidance |
|
dc.type |
Journal Article |
|
dc.identifier.doi |
10.1002/mar.21606 |
|
dc.date.updated |
2021-11-30T03:44:24Z |
|
dc.rights.holder |
Copyright: The author |
en |
pubs.author-url |
http://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000705014800001&DestLinkType=FullRecord&DestApp=ALL_WOS&UsrCustomerID=6e41486220adb198d0efde5a3b153e7d |
|
pubs.publication-status |
Published online |
|
dc.rights.accessrights |
http://purl.org/eprint/accessRights/RestrictedAccess |
en |
pubs.subtype |
Article |
|
pubs.subtype |
Early Access |
|
pubs.subtype |
Journal |
|
pubs.elements-id |
871093 |
|
dc.identifier.eissn |
1520-6793 |
|
pubs.online-publication-date |
2021-10-8 |
|