Bold Moves Win Bold Minds: Why Independent Thinkers Respect Controversial Brands

This research explores how people react when brands take a stand on controversial social and political issues—and why some people admire brands that “go against the grain.” In today’s world, many companies publicly support causes like same-sex marriage or racial equality, which usually align with popular public opinion. But sometimes, brands take a stance that’s not widely supported—for example, opposing LGBTQ+ rights or supporting war efforts. While these positions often cause backlash, this study finds that some consumers actually respond more positively to these “unpopular” stands—depending on their personality.

The key factor here is self-construal—a psychological concept that refers to how people see themselves. People with an independent self-construal tend to think of themselves as unique and separate from others. They value individuality and standing out. In contrast, those with an interdependent self-construal see themselves as part of a group and value harmony, fitting in, and group consensus.

Across four experiments with American participants, the researchers found that independent thinkers were more likely to appreciate brands that took bold, unpopular stances. For example, when a brand opposed same-sex marriage—a view that’s generally unpopular in the U.S.—independent consumers were more likely than interdependent ones to say they respected the brand and had favorable views toward it. The same happened when the brand supported Israel’s military actions during the Gaza war, another controversial stance.

Interestingly, when the brand took a popular stance (such as supporting same-sex marriage), both types of consumers responded similarly—there was no big difference. This shows that independents especially appreciate brands that are seen as “brave” for challenging the mainstream, not just any activism.

Why? The studies found that independent consumers view these brands as bold and courageous, which leads them to respect the brand more. Interdependent consumers, on the other hand, tend to favor brands that align with public opinion because it feels more group-oriented and less disruptive.

The findings suggest that marketers should be cautious when deciding whether or not to take a controversial stance. In cultures like the U.S. or U.K.—where independent thinking is more common—being bold and “going against the tide” might win respect from certain consumers. But in cultures where group values and harmony are more important, such bold stances could backfire.

The study also encourages future research to look at real-world diversity, including differences in religion, sexual orientation, and country, to better understand how different people respond to controversial brand messaging. Overall, it offers a new lens for thinking about brand activism—not just as “liberal vs. conservative” but as a question of whether the brand is being bold or just blending in.
Saluja, G., & Chan, E. Y. (2025). Going against the Tide: How Self-Construal Moderates Receptivity towards Popular Brand Activism (external link, opens in new window) . Journal of Business Research, 190, 115228.