Getting political: The value‐protective effects of expressed outgroup outrage on self‐brand connection
Bibliographic record
Abstract
Abstract Brands are increasingly engaging in social marketing campaigns that take stances on important social issues. Such campaigns can garner considerable awareness and effectively encourage consumers to purchase the focal brand. However, they can also outrage other consumer segments who disapprove of the brand's social stance. While social campaigns that outrage consumer groups would normally be undesirable, our research investigates how they can alternatively have a positive impact for brands that support the attacked value. This prediction is based on the premise that outrage expressed towards a social campaign threatens the value involved, causing consumers who want to defend that value to engage in symbolic protective responses by strengthening self‐brand connections and increasing purchase intentions. Five experiments validate this theorizing, and further show that these social threat effects are moderated by the type of outgroup that expressed the outrage and the level of viral support the expressed outrage received. Implications for the social marketing and brand relationship literatures are discussed.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.001 | 0.010 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.000 | 0.000 |
| Science and technology studies | 0.001 | 0.002 |
| Scholarly communication | 0.001 | 0.001 |
| Open science | 0.000 | 0.001 |
| Research integrity | 0.001 | 0.002 |
| Insufficient payload (model declined to judge) | 0.012 | 0.001 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".