“What if a Person Gets the Vaccine and Turns into an Alligator?”: A Study of the Effect of Ideological Polarization on Purchase Intention
In this study, the main objective is to identify the effect of ideological polarization on the generation of both hate and purchase intent (PI), in relation to a brand. A survey encouraged 206 participants to think that a significant brand would support a political candidate antagonistic to their pe...
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| Publicat a: | BBR - Brazilian Business Review |
|---|---|
| Autors principals: | , , |
| Format: | Artigo |
| Idioma: | Inglês |
| Publicat: |
FUCAPE Business School
2022
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| Matèries: | |
| Accés en línia: | https://www.redalyc.org/articulo.oa?id=123075329006 https://www.redalyc.org/journal/1230/123075329006/ https://www.redalyc.org/journal/1230/123075329006/html/ https://www.redalyc.org/journal/1230/123075329006/123075329006.epub https://www.redalyc.org/journal/1230/123075329006/movil http://dx.doi.org/10.15728/bbr.2022.19.5.6.pt |
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