Brands are increasingly embracing social activism and adopting positions on controversial issues, prompting some consumers to react by making uncivil comments on social media. How should brands reply to such incivility while maintaining their positions and protecting their reputations? Two common types of reply include either a sarcastic or an assertive tone, but the effects of these types of communication on consumers’ attitudes toward brands remain largely unexplored. Results from a series of five studies exploring different causes (LGBT+ phobia, sexism, and racial equity) show that consumers evaluate brands that reply using an assertive tone more favorably than those using a sarcastic tone, which can be partially explained by the perceived aggressiveness of sarcasm. Additionally, support for a brand's stance acts as a boundary condition on the effect the type of reply adopted by the brand has on consumer attitudes toward the brand. So, the more someone supports a brand's stance, the less their perception of aggressiveness will negatively influence their attitude to that brand. We discuss the implications of these findings for marketing theory and practice.
Na revisão da literatura sobre cocriação detectou-se lacunas teóricas relacionadas à resposta do consumidor observador (que não participou do processo de cocriação) aos resultados da cocriação. O objetivo desta pesquisa é estudar o efeito de se informar a cocriação (empresa/consumidor e empresa/especialista) do produto, na persuasão do consumidor observador, considerando-se diferentes apelos de propaganda. Em 2 experimentos foram manipuladas as variáveis “tipo de parceiro de cocriação” (consumidores/ especialistas) e “tipo de apelos da mensagem” (racionais/emocionais). Os resultados não comprovaram os efeitos esperados. No entanto, as médias das medidas de persuasão apontam que as hipóteses formuladas podem ser confirmadas em estudos posteriores. PALAVRAS-CHAVE: Cocriação; Persuasão; Consumidor Observador. ABSTRACT In reviewing the literature on co-creation was detected theoretical gaps related to the observer consumer response (which did not participate in the co-creation process) to co-creation results. The objective of this research is to study the effect of informing the co-creation (company / consumer and company / expert) of the product as an observer consumer persuasion, considering different advertising appeals. In two experiments were manipulated variables "type of co-creation partner" (consumers / experts) and "type of message appeals" (rational / emotional). The results did not confirm the expected effects. However, the means of persuasion measures show that the assumptions can be confirmed in further studies. KEYWORDS: Co-creation; Persuasion; Observer Consume. RESUMEN En la revisión de la literatura sobre la co-creación se detectó vacíos teóricos relacionados con la respuesta observador del consumidor (que no participan en el proceso de co-creación) resultados para co-creación. El objetivo de esta investigación es estudiar el efecto de informar a la co-creación (empresa / consumidor y la empresa / especialista) de producto como persuasión del consumidor observador, teniendo en cuenta los diferentes recursos de la propaganda. En dos experimentos se manipulan las variables "tipo de asociado en la co-creación" (consumidores / expertos) y "tipo de mensaje de apelación" (racional / emocional). Los resultados no comprobaron los efectos esperados. Sin embargo, las medias de las medidas de persuasión apuntan que las hipótesis formuladas pueden ser confirmadas en estudios posteriores. PALABRAS CLAVE: Co-creación; Persuasión; Consumidor observador.
Leptomeningeal Carcinomatosis is a recurrent complication in different types of tumors with systemic involvement, especially breast cancers. Thus, given the different forms of treatment for this disease, this article presents the effectiveness of using Ommaya catheter as a way of administering chemotherapy. Two cases of breast cancer were studied and their therapeutic evolution reported. Despite the poor prognosis associated with meningeal carcinomatosis, these cases had a disease response and control for a longer period than the expected median.
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