Why do consumers subvert brands? investigating the influence of subjective well‐being on brand avoidance

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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/RetrictedAccess 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


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