BIO

My name is Mia Wolman, and I am a highly motivated second-year Human Development & Family Sciences student at Florida State University, pursuing a B.S. from the College of Health and Human Sciences with a minor in Psychology on a Pre-Occupational Therapy track. As an aspiring pediatric Occupational Therapist, I am deeply passionate about promoting health equity, public health awareness, environmental sustainability, social justice, and ethical practices within healthcare. To further my advocacy efforts and deepen my understanding of brand activism in healthcare, I have decided to join a research project in the field of communications. Specifically, I am exploring the intersection of brand activism and the hedonic and utilitarian aspects of consumer behavior. This study aims to delve into the dynamics of brand activism advertising, consumer perceptions, and behaviors, with a particular emphasis on differentiating its effects on hedonic and utilitarian brands. Through this project, I aim to contribute to filling these gaps by providing a more nuanced understanding of how brand activism influences consumer reactions. By examining the diverse impacts of brand activism on different categories of brands, we seek to advance knowledge in this area and inform practical strategies for brands engaging in activism.

Stand Up Branding: Does brand activism impact consumer attitudes and behaviors for every type of brand?

Abstract

This study seeks to understand brand activism advertising, consumer perceptions, and behaviors, specifically focusing on differentiating effects on hedonic and utilitarian brands. Brand activism can be defined as businesses projecting their beliefs on certain social, environmental, economic, or political issues through media, advertisements, donations, initiatives, etc. Examples of brand activism in the 21st century include stands against climate change, LGBTQ+ rights, and racial justice. It has become increasingly prevalent that existing literature contains numerous gaps both in examining this behavior, both from the perspective of brands and from the consumer point of view. This study adds to a more complex knowledge of how brand activism influences customer reactions and provides information that is useful for utilitarian and hedonistic marketing strategies. The approach offers a strong basis for deriving significant inferences regarding the diverse impacts of brand activism on distinct categories of brands. The next steps for this project include data collection, data analysis, conference submission, and journal submission.

Keywords: Brand Activism, Consumer Behavior, Corporate Social Responsibility (CSR), Brand Perception, and Purchasing Motivation