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Breaking loyalty: How out-group targeted ads impact brand devotion

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Resumo:Neuromarketing combines neuroscience with marketing to better understand how emotions influence consumer decisions, especially those that are subconscious and not captured through traditional marketing research methods. This thesis investigates whether advertisements targeting non-loyal consumers (the out-group) influence the loyalty of existing loyal customers (the in-group), using emotional responses mediators. To investigate this, a two-step experimental study was conducted with 113 participants, integrating both the FaceReader and a questionnaire. Results showed that the out-group ad triggered higher levels of sadness and surprise among loyal participants, however these emotions did not reduce brand loyalty, change purchase intention, or disrupt personal goals. Mediation models confirmed that emotional responses did not influence the behavioral outcomes. Theoretically, this study contributes to Social Identity Theory by showing that emotional responses to grouptargeted ads can shift without immediately altering consumer behavior. It highlights a possible gap between what people feel and what they do, especially in brand relationships. Practically, these findings suggest that is possible for brands to do rebranding with messaging aimed at new customer segments without losing the loyalty of their loyal base. However, emotional reactions like sadness and surprise, might have associated risks. Tools like FaceReader offer a cost-effective way for marketers to detect early emotional reactions and improve advertising strategies.
Autores principais:Cabral, Catarina Caixas
Assunto:Brand loyalty Social Identity Theory Utilitarian and hedonic goals Purchase intention Emotions Neuromarketing Consumer behavior SDG 8 - Decent work and economic growth
Ano:2025
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso aberto
Instituição associada:Universidade Nova de Lisboa
Idioma:inglês
Origem:Repositório Institucional da UNL

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