"we can conclude that recession produces negative behaviors for advertising and for brands, for both firms and consumers' behavior. However, the results are mixed, as contingency theory predicts. Consequently, the analysis should be detailed for specific environment contingency and outcomes. For the behavior of firms advertising and brand strategy, the most important negative behavior is the change of advertising type, from hedonic or transformational oriented for brand building to a more transactional; this is in line with a qualitative study in Japan, advertising agencies are pressure to produce a message more directly to the sale, while consumers are more oriented to social values than material"