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Between emotion and rejection: the consumer in the age of controversy
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Orientador(es)
Resumo(s)
The growing saturation of the advertising environment is driving brands to adopt provocative strategies to capture audience attention. Although the use of controversial themes is effective in increasing awareness, it entails high reputational risks. This study analyses, through a literature review, the impact of controversial campaigns on consumers’ emotional reactions and ideological perceptions. The findings show that controversy can intensify emotional bonding or trigger profound rejection, depending on the alignment between brand values and those of its audiences. Moreover, the strategic management of controversy, grounded in authenticity and communicational coherence, is essential to transform risks into opportunities for differentiation and to build loyal brand communities.
Descrição
Palavras-chave
Controversial marketing Consumer perception Ideological alignment Brand reputation
Contexto Educativo
Citação
Carvalho, B., Simões, J., Silva, M., Pereira, M. C., & Santos, S. (2025). Between emotion and rejection: The consumer in the age of controversy. ICIEMC Proceedings, 6. https://doi.org/10.34624/iciemc.v0i6.39983