Brand hate as an influencing factor on consumer behavior: A Nebraska study.

Abstract

This research analyzes brand hate and consumption in Nebraska, USA, an area known for its agricultural importance. For several reasons, consumption is an issue that is very significant to today's society everywhere. To begin with, consumption is directly tied to an individual's level of access to a certain commodity or service, yet, the degree of access is highly dependent on an individual's geographic location. The study uses ethnography to understand what influences brand hate consumer behavior in Nebraska, USA. It provides a thorough analysis of the phenomena and argues that brand hate is closely linked to issues of identity as well as class in the studied geographical context. It also analyzes issues regarding bias and how it influences behavior. Moreover, it discusses issues of food security in a global context, reflecting upon global contrasts as in terms of the access to food being the main concern for many people around the world, highlighting the topic’s great relevance for global development.