The defense activation mechanisms of denial and behavioral intentions: the role of cognitive process

Abstract

This research aims to analyze cognitive aspects that influence consumers’ behavioral intentions by defensive mechanisms of cue usage denial (i.e., visual cognitive processing). This research proposes that self-integrity protection caused by denial drives cognitive processing and fosters stronger behavioral intentions. Three experiments indicate that denial mechanisms generate self-integrity protection across different consumption categories: buying discredited wines (pilot study), choosing copycat brands (study 1), and selecting an illegal app (study 2). We predicted that these tasks would induce the activation of defensive mechanisms of denial, directly influencing the cognitive processes and behavioral intentions. The findings indicate that high (vs. low) levels of cognitive processing prompt change in behavioral intentions via denial mechanisms. Despite past evidence suggesting that denial is difficult to measure in consumer actions, our results go in the opposite direction by indicating that the denial process can be perceived through visual cognitive processing, also that Eye-tracking mechanisms may analyze the denial process to understand better how consumers react.