Self-congruence - Sirgy et al. (1997Sirgy, M. J., Grewal, D., Mangleburg, T. F., Park, J. O., Chon, K. S., Claiborne, C. B., Kohar, J. S., & Berkman, H. (1997). Assessing the predictive validity of two methods of measuring self-image congruence. Journal of the academy of marketing science, 25(3), 229-241. https://doi.org/10.1177/0092070397253004
https://doi.org/10.1177/0092070397253004...
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| People similar to me use this same brand that I use. |
| This brand is consistent with the way I see myself. |
| This brand represents who I am. |
Hate - Hegner et al. (2017Hegner, S. M., Fetscherin, M., & Van Delzen, M. (2017). Determinants and outcomes of brand hate. Journal of Product & Brand Management, 26(1), 13-25. https://doi.org/10.1108/JPBM-01-2016-1070
https://doi.org/10.1108/JPBM-01-2016-107...
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| I’m disgusted with this brand. |
| I do not tolerate this brand or your company. |
| The world would be a better place without this brand. |
| I am very angry at this brand. |
| This brand is horrible. |
| I hate this brand. |
Purchase intention - Hegner et al. (2017Hegner, S. M., Fetscherin, M., & Van Delzen, M. (2017). Determinants and outcomes of brand hate. Journal of Product & Brand Management, 26(1), 13-25. https://doi.org/10.1108/JPBM-01-2016-1070
https://doi.org/10.1108/JPBM-01-2016-107...
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| I no longer buy products from this brand. |
| It is very likely that I will buy this brand in the future. |
| I will buy this brand the next time I need a product from this category. |
Involvement - Zaichkowsky (1994Zaichkowsky, J. L. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of advertising, 23(4), 59-70. http://doi.org/10.1080/00913367.1943.10673459
http://doi.org/10.1080/00913367.1943.106...
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| This brand is important. |
| This brand is irrelevant. |
| This brand is useful. |
| This brand is beneficial. |
| This brand is interesting. |
| This brand is exciting. |
| This brand is fascinating. |
| This brand is essential. |
| This tag is unnecessary. |
| This brand is boring. |
Regulatory focus - Higgins (1997Higgins, E. T. (1997). Beyond pleasure and pain. American psychologist, 52(12), 1280-1300. https://doi.apa.org/doi/10.1037/0003-066X.52.12.1280
https://doi.apa.org/doi/10.1037/0003-066...
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| In general, I care more about the success I hope to achieve in the future - Promotion
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| In general, I’m more concerned with preventing bad things from happening in my life - Prevention
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| I always think about what to do to succeed - Promotion
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| I feel anxious imagining that I might not be able to fulfill my responsibilities and obligations - Prevention
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| I always wonder what to do to make my dreams come true - Promotion
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| I always think about the person I wouldn’t want to become in the future - Prevention
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| My biggest priority now is to achieve my goals in life - Promotion
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| I always worry that maybe I can’t reach my subjective life - Prevention
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| I always think about the person I would ideally like to be in the future - Promotion
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| I always imagine myself experiencing bad things that could happen in my life - Prevention
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| I always picture myself experiencing the good things that could happen in my life - Promotion
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| I always think about what to do to avoid failure - Prevention
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| I see myself as someone who is trying to achieve the “ideal me” - fulfilling my hopes, desires and aspirations - Promotion
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| In general, I’m more concerned with avoiding negative outcomes for my life - Prevention
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| All in all, I’m much more focused on achieving success than preventing failure - Promotion
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| My biggest priority right now is to avoid failing - Prevention
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| In general, I’m more concerned with achieving positive results for my life - Promotion
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| I see myself as someone who is trying to achieve the "me that I should be" - fulfilling my tasks, responsibilities, and obligations - Prevention
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Political ideology Ramos et al. (2020Ramos, G., Vieites, Y., Jacob, J., & Andrade, E. B. (2020). Orientação política e apoio ao isolamento social durante a pandemia da COVID-19: evidências do Brasil. Revista de Administração Pública, 54(4), 697-713.)
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| What is your current political position? |
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Source: theauthors
Source: research data