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The Influence of Advertising Intervention on Consumers’ Brand Avoidance

Author: TangYi
Tutor: WangLi
School: Ningbo University
Course: Applied Psychology
Keywords: advertising intervention brand avoidance brand attitude
CLC: F713.55
Type: Master's thesis
Year: 2013
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Brand loyalty has become a hot research field of consumer behavior and have been graduallyimproved at home and abroad。But you’ll find a phenomenon run in the opposite direction of brandloyalty if you carefully observe the consumer market: some consumers refuse to use a brand orconsume a brand,even in the case of their economic situation allows。That is brand avoidance.The researchers believe that understanding of consumers’ negative attitude on brands as importantas understanding of consumers’ positive attitude on brands. Currently, domestic and foreignresearchers main focused on the consumers’ positive attitude on the brand, such as brand loyalty,brand trust, and pay less attention on the consumers’ negative attitude on the brand. Brandavoidance is such a negative attitude, and this study is to explore the influence of advertisingintervention on consumers’ brand avoidance.Exploring and analyzing the influence of advertising intervention on consumers’ brandavoidance by two research and four experiments.(1)The study1explore that whether the analysis of the reason of brand avoidance inMichael S.W.Lee’ theory is better applies to Chinese. The result shows that the phenomenon ofbrand avoidance is relatively common in the context of Chinese culture,and the four brandavoidance reasons in Michael S.W.Lee’ theory are also exists in the context of Chinese culture.(2)The experiment1in study2mainfocuses onthe influenceof advertising intervention onconsumers’ experiential avoidance. The result shows that the advertising intervention has a greatimpact on consumer’ experiential brand avoidance.(3)The experiment2instudy2explore the influence of advertisinginterventiononconsumers’ moral avoidance. The result shows that the advertising intervention has a great impacton consumer’ moral brand avoidance. And this influence is much larger in High Involvement/Thinking Brands than in Low Involvement/Thinking and Low Involvement/Feeling Brands.(4)The experiment3instudy2explore the influence of advertisinginterventiononconsumers’ defici-value avoidance. The result shows that the advertising intervention has a greatimpact on consumer’ defici-value brand avoidance.(5)The experiment4instudy2explore the influence of advertisingintervention on consumers’ identity avoidance. The result shows that the advertising intervention has a greatimpact on consumer’ identity brand avoidance. And this influence is smaller in Low Involvement/Feeling Brands than in High Involvement/Thinking and Low Involvement/Thinking Brands.

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Market > Business psychology, psychology of the market
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