Will Consumers Silence Themselves When Brands Speak up about Sociopolitical Issues? Applying the Spiral of Silence Theory to Consumer Boycott and Buycott Behaviors

To investigate boycott and buycott as responses to brand activism, this study adopted a 2 (consumer personal stance: consistent vs. inconsistent with the target company) × 2 (magnitude of public support: personal stance congruent with majority vs. minority) × 2 (perceived credibility of public suppo...

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Published inJournal of nonprofit & public sector marketing Vol. 33; no. 2; pp. 193 - 211
Main Authors Hong, Cheng, Li, Cong
Format Journal Article
LanguageEnglish
Published Binghamton Routledge 15.03.2021
Taylor & Francis LLC
Subjects
Boycott
brand activism
brand attitude
buycott
Consumers
political consumerism
Sociopolitical factors
spiral of silence
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Abstract To investigate boycott and buycott as responses to brand activism, this study adopted a 2 (consumer personal stance: consistent vs. inconsistent with the target company) × 2 (magnitude of public support: personal stance congruent with majority vs. minority) × 2 (perceived credibility of public support information: high vs. low) between-subjects experimental design. The experimental findings suggested a moderated moderated mediation effect: Consumers tend to buycott (or boycott) a company when their personal stances on a sociopolitical issue are consistent (or inconsistent) with the company's, and such effects are mediated by brand attitude and moderated by magnitude of public support and perceived credibility of public support information.
AbstractList To investigate boycott and buycott as responses to brand activism, this study adopted a 2 (consumer personal stance: consistent vs. inconsistent with the target company) × 2 (magnitude of public support: personal stance congruent with majority vs. minority) × 2 (perceived credibility of public support information: high vs. low) between-subjects experimental design. The experimental findings suggested a moderated moderated mediation effect: Consumers tend to buycott (or boycott) a company when their personal stances on a sociopolitical issue are consistent (or inconsistent) with the company’s, and such effects are mediated by brand attitude and moderated by magnitude of public support and perceived credibility of public support information.
Author Hong, Cheng
Li, Cong
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  organization: College of Arts & Letters, California State University Sacramento
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  givenname: Cong
  surname: Li
  fullname: Li, Cong
  organization: University of Miami
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SubjectTerms Boycott
brand activism
brand attitude
buycott
Consumers
political consumerism
Sociopolitical factors
spiral of silence
Title Will Consumers Silence Themselves When Brands Speak up about Sociopolitical Issues? Applying the Spiral of Silence Theory to Consumer Boycott and Buycott Behaviors
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