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Predictors of Consumer Aggression Toward Inclusive Brands: A Mixed Methods Investigation

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  • Hajisafi Amir

    (Department of Business Management, Islamic Azad University, Science and Research Branch, Tehran, Iran)

Abstract

This mixed-methods study investigates aggressive consumer reactions toward inclusive brands. An online survey of 384 U.S. consumers and 20 in-depth interviews reveal that virtue signaling, moral outrage, and tribalism predict consumer aggression through boycotts and negative publicity. Virtue signaling exhibits the strongest effect, suggesting consumers’ desire to demonstrate moral virtue drives reactions most strongly. The theoretical implications indicate that single theories provide limited explanations; integrating complementary perspectives generates richer insights. Practically, empowerment-based strategies promoting dialogic communication, transparency, and stakeholder co-creation may minimize outrage and hostility while advancing inclusivity. Recognizing consumers’ diverse motives allows tailored engagement to transform aggression into constructive dialogue, thereby advancing social good as the brands’ ultimate purpose.

Suggested Citation

  • Hajisafi Amir, 2023. "Predictors of Consumer Aggression Toward Inclusive Brands: A Mixed Methods Investigation," Timisoara Journal of Economics and Business, Sciendo, vol. 16(2), pages 159-184.
    • Handle: RePEc:vrs:timjeb:v:16:y:2023:i:2:p:159-184:n:1004
    DOI: 10.2478/tjeb-2023-0009
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    References listed on IDEAS

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    More about this item

    Keywords

    Inclusive Branding; Consumer Aggression; Virtue Signaling; Moral Outrage; Tribalism; Social Identity;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility

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