Fueling or Suppressing Brand Activism Backlash: How Message Type Differentially Influences Perceived Hypocrisy and Consumer Attitudes
From JAR Inside the Research Podcast by Journal of Advertising Research
March 12, 2026 · 16 min · Season 2 · Episode 16
About this episode
The episode discusses how different message types can influence consumer attitudes and perceived hypocrisy in the context of brand activism backlash.
In this episode, Tyler Milfeld (Villanova University) joins me, along with Courtney B. Peters (Samford University) and Jennifer H. Tatara (DePaul University), to discuss their Journal of Advertising Research article, “Fueling or Suppressing Brand Activism Backlash: How Message Type Differentially Influences Perceived Hypocrisy and Consumer Attitudes.” Tyler, Courtney, and Jennifer examine what brands should say, or avoid saying, when a sociopolitical stance triggers backlash. Across three ex...
People in this episode
Host: Host Name
Guests: Tyler Milfeld, Courtney B. Peters, Jennifer H. Tatara
Topics covered
- brand activism
- consumer attitudes
- message type
- perceived hypocrisy
- sociopolitical stance
- backlash
Keywords
- brand activism
- consumer behavior
- marketing strategy
- message impact
- sociopolitical issues
Mentioned in this episode
Organizations: Villanova University, Samford University, DePaul University
Books & works: Fueling or Suppressing Brand Activism Backlash: How Message Type Differentially Influences Perceived Hypocrisy and Consumer Attitudes
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