Publicação
Understanding Unconscious and Conscious Drivers in Consumer Rejection of Technology Brands
| Resumo: | Up to 95 per cent of cognition, including decision-making processes, transpires within the unconscious mind. This thesis investigates the factors that influence brand rejection, focusing on subconscious and conscious decision-making processes. The analysis is based on 11 qualitative in-depth interviews using elicitation as a method to explore participants' experiences and perceptions regarding various brands, focusing mainly on technology. Findings reveal that subconscious influences play a significant role in shaping consumer preferences, often operating automatically and beyond conscious awareness. Negative emotions, often linked to past negative experiences, play a significant role in conscious brand rejection. Ethical considerations, such as sustainability and labour practices, are also crucial determinants. Brand hate can be likened to an iceberg, with visible rational reasons at the surface and deeper, hidden emotional and psychological factors beneath. Social proof and the desire for group belonging significantly influence brand choices. Effective marketing communication can trigger consumer attraction or repulsion based on the associations it creates in their minds. Despite extensive research on conscious brand avoidance, there is a less explored area of unconscious emotional brand rejection. While positive emotional bonds foster loyalty, negative experiences profoundly affect brand acceptance and rejection. Finally, this thesis presents theoretical and practical implications based on these findings, offering insights for future research and real-world applications in marketing strategies. |
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| Autores principais: | Gonçalves, Carolina Souto Nandin da Silva |
| Assunto: | Unconscious Consumer Brand Rejection Emotions Memories Triggers SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure SDG 12 - Responsible production and consumption SDG 17 - Partnerships for the goals |
| Ano: | 2024 |
| 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 |
| Resumo: | Up to 95 per cent of cognition, including decision-making processes, transpires within the unconscious mind. This thesis investigates the factors that influence brand rejection, focusing on subconscious and conscious decision-making processes. The analysis is based on 11 qualitative in-depth interviews using elicitation as a method to explore participants' experiences and perceptions regarding various brands, focusing mainly on technology. Findings reveal that subconscious influences play a significant role in shaping consumer preferences, often operating automatically and beyond conscious awareness. Negative emotions, often linked to past negative experiences, play a significant role in conscious brand rejection. Ethical considerations, such as sustainability and labour practices, are also crucial determinants. Brand hate can be likened to an iceberg, with visible rational reasons at the surface and deeper, hidden emotional and psychological factors beneath. Social proof and the desire for group belonging significantly influence brand choices. Effective marketing communication can trigger consumer attraction or repulsion based on the associations it creates in their minds. Despite extensive research on conscious brand avoidance, there is a less explored area of unconscious emotional brand rejection. While positive emotional bonds foster loyalty, negative experiences profoundly affect brand acceptance and rejection. Finally, this thesis presents theoretical and practical implications based on these findings, offering insights for future research and real-world applications in marketing strategies. |
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