Future research questions based on this research
| Dimension | Research questions | Belief dimension; relevant segment(s) |
|---|---|---|
| Clustering variables(behavioral beliefs, attitudes, normative beliefs, subjective norms, perceived control) | Do higher subjective norms predict greater advocacy intentions even when attitudes are comparable? | Norms; Balanced Believers, Progress Patrons |
| Is perceived control more strongly associated with low-effort support behaviors among less supportive segments (e.g. Conscientious Conservatives) than among more supportive segments? | Control; Conscientious Conservatives | |
| Do perceptions of firm motives (profit vs social change) moderate the relationship between supportive attitudes and willingness to advocate? | Attitudes, motives; Profit Perceivers, Balanced Believers | |
| How does progressive vs conservative issue framing interact with belief structures to shape perceived appropriateness of activism? | Beliefs; progress Patrons, Conscientious Conservatives | |
| Do belief-based profiles explain unique variance in support behaviors beyond political ideology and demographics? | All segments | |
| How do consumers’ initial beliefs, attitudes, norms and perceptions of control compare with their long-term support behaviors? | All segments | |
| What factors do consumers perceive as facilitating or constraining their ability to support brand activism, and how do these perceptions affect behavioral intent? | Control; all segments | |
| Background factors(personality, political ideology, political/civic engagement, moral foundations, preferences) | Which clustering variables mediate the relationship between background factors (e.g. personality, ideology, moral foundations) and behavioral intentions? | All segments |
| What similarities and differences emerge when applying this typology in non-US contexts or diverse cultures? | All segments | |
| What role does ethnocultural background play in shaping beliefs, attitudes and downstream support of brand activism? | All segments | |
| How do personality traits and moral foundations work together or in opposition in predicting support behaviors? | Balanced Believers, Conscientious Conservatives | |
| For which issues will consumers prefer brand activism in five or ten years? Which issues remain consistently salient? | Beliefs; all segments | |
| How do consumers develop preferences for activism on certain topics but not others, and what internal/external factors shape these choices? | Beliefs, background; all segments | |
| Consumer segments | What smaller personas exist within the identified supporter segments? | All segments |
| What distinct segments exist among brand activism Non-Supporters? | Passive vs. Active Non-Supporters | |
| What differentiates consumers who ignore, oppose or retaliate against brand activism? | Beliefs, opposition; Non-Supporters | |
| Campaign effectiveness | What is the relationship between activism campaign messaging and consumers’ long-term beliefs, attitudes and support behaviors regarding the target issue? | Beliefs; all segments |
| What factors facilitate consumers’ migration from less supportive to more supportive segments? | Norms, attitudes; Conscientious Conservatives, Progress Patrons | |
| What factors facilitate migration from Non-Supporters to supporters? | Attitudes, motives; Non-Supporters |
| Dimension | Research questions | Belief dimension; relevant segment(s) |
|---|---|---|
| Do higher subjective norms predict greater advocacy intentions even when attitudes are comparable? | Norms; Balanced Believers, Progress Patrons | |
| Is perceived control more strongly associated with low-effort support behaviors among less supportive segments (e.g. Conscientious Conservatives) than among more supportive segments? | Control; Conscientious Conservatives | |
| Do perceptions of firm motives (profit vs social change) moderate the relationship between supportive attitudes and willingness to advocate? | Attitudes, motives; Profit Perceivers, Balanced Believers | |
| How does progressive vs conservative issue framing interact with belief structures to shape perceived appropriateness of activism? | Beliefs; progress Patrons, Conscientious Conservatives | |
| Do belief-based profiles explain unique variance in support behaviors beyond political ideology and demographics? | All segments | |
| How do consumers’ initial beliefs, attitudes, norms and perceptions of control compare with their long-term support behaviors? | All segments | |
| What factors do consumers perceive as facilitating or constraining their ability to support brand activism, and how do these perceptions affect behavioral intent? | Control; all segments | |
| Which clustering variables mediate the relationship between background factors (e.g. personality, ideology, moral foundations) and behavioral intentions? | All segments | |
| What similarities and differences emerge when applying this typology in non-US contexts or diverse cultures? | All segments | |
| What role does ethnocultural background play in shaping beliefs, attitudes and downstream support of brand activism? | All segments | |
| How do personality traits and moral foundations work together or in opposition in predicting support behaviors? | Balanced Believers, Conscientious Conservatives | |
| For which issues will consumers prefer brand activism in five or ten years? Which issues remain consistently salient? | Beliefs; all segments | |
| How do consumers develop preferences for activism on certain topics but not others, and what internal/external factors shape these choices? | Beliefs, background; all segments | |
| What smaller personas exist within the identified supporter segments? | All segments | |
| What distinct segments exist among brand activism Non-Supporters? | Passive vs. Active Non-Supporters | |
| What differentiates consumers who ignore, oppose or retaliate against brand activism? | Beliefs, opposition; Non-Supporters | |
| What is the relationship between activism campaign messaging and consumers’ long-term beliefs, attitudes and support behaviors regarding the target issue? | Beliefs; all segments | |
| What factors facilitate consumers’ migration from less supportive to more supportive segments? | Norms, attitudes; Conscientious Conservatives, Progress Patrons | |
| What factors facilitate migration from Non-Supporters to supporters? | Attitudes, motives; Non-Supporters |
Sharing content requires targeting cookies to be enabled. Please update your cookie preferences to use this feature.