Power from words: The influence of brand activism message framing on consumer purchase intention

Brand activism is a widespread phenomenon, yet strategies for leveraging activism messages to yield positive consumer responses and enhance brand equity are not well understood. This study investigated the effects and mechanisms of activism message framing (hope vs. frustration) from the perspectives of message and inspiration. The results of five experimental studies revealed that (hope‐framed vs. frustration‐framed) activism messages can inspire consumers and enhance their purchase intentions towards related brands. The stimulation of growth mindsets among consumers amplifies the positive effects of activism message framing, while the salience of activism issues can reverse the negative reactions caused by frustrating messages and consumers' fixed mindsets. These insights not only contribute to existing brand activism literature by explaining the psychological mechanisms and influential elements of activism message framing effects, but also provide valuable guidance to marketers in developing brand activism strategies and effectively communicating relevant information.