The power of controversy: compensatory consumption among younger and older consumers

The prevalence of belief-driven buying has never been more apparent than today. This study on compensatory consumption proposes brand controversy as a potentially enticing factor for younger individuals to compensate for powerlessness. It is hypothesized that younger individuals feel less powerful a...

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Bibliographic Details
Main Author: Hieber, Carina (author)
Format: masterThesis
Language:eng
Published: 2022
Subjects:
Consumer behavior
Controversial brands
Compensatory consumption
Power
Purchase intention
Political power
Age effects
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Online Access:http://hdl.handle.net/10362/139081
Country:Portugal
Oai:oai:run.unl.pt:10362/139081

Internet

http://hdl.handle.net/10362/139081

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