Between Emotion and Rejection

The Consumer in the Age of Controversy

  • Beatriz Batista Carvalho Polytechnic University of Coimbra, Rua da Misericórdia, Lagar dos Cortiços, S. Martinho do Bispo, 3045-093, Coimbra, Portugal
  • Jaqueline Marina dos Santos Simões Polytechnic University of Coimbra, Rua da Misericórdia, Lagar dos Cortiços, S. Martinho do Bispo, 3045-093, Coimbra, Portugal
  • Marcelo Bernardo Sousa Silva Polytechnic University of Coimbra, Rua da Misericórdia, Lagar dos Cortiços, S. Martinho do Bispo, 3045-093, Coimbra, Portugal
  • Miguel Cachulo Pereira Instituto Politécnico de Coimbra, Rua da Misericórdia, Lagar dos Cortiços, S. Martinho do Bispo, 3045-093, Coimbra, Portugal; CEOS.PP Coimbra, Instituto Politécnico de Coimbra, Coimbra, Portugal; GOVCOPP, ISCA, University of Aveiro http://orcid.org/0000-0003-3431-1141
  • Sara Santos Universidade Aberta, Departamento de Ciências Sociais e Gestão, Portugal https://orcid.org/0000-0002-3581-6478
Palavras-chave: controversial marketing, consumer perception, ideological alignment, brand reputation

Resumo

The growing saturation of the advertising environment is driving brands to adopt provocative strategies to capture audience attention. Although the use of controversial themes is effective in increasing awareness, it entails high reputational risks. This study analyses, through a literature review, the impact of controversial campaigns on consumers’ emotional reactions and ideological perceptions. The findings show that controversy can intensify emotional bonding or trigger profound rejection, depending on the alignment between brand values and those of its audiences. Moreover, the strategic management of controversy, grounded in authenticity and communicational coherence, is essential to transform risks into opportunities for differentiation and to build loyal brand communities.

Publicado
2025-06-22