Boycott and Buycott Intent to Actions: Unpacking the Role of Political Ideology and Advertising Through The Society of the Spectacle

This study investigates the interaction between political ideology and consumer behavior regarding the intentions and actions of boycotts and buycotts. Using a quantitative approach with 408 surveys analyzed using PLS-SEM and focusing on Society of Spectacle Theory, we examined how communicative tactics and media representations, particularly in advertising, affect consumer intentions and actions. This analysis focuses on Puerto Rico, a unique context in which microideologies significantly influence consumers’ decisions. These results contribute to the understanding of the role of political ideology in brand activism, highlighting how it becomes a consumable image through advertising. Interestingly, the findings reveal an inclination of Puerto Rican consumers toward buycotts rather than boycotts, contrasting with global trends that favor more boycotts, explained by political polarization. This research not only fills a significant gap in studies on the interaction between political ideology and consumer behavior but also offers valuable insights into how ideological representations in the entertainment society influence political consumption actions.