Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
882223 | Journal of Consumer Psychology | 2012 | 9 Pages |
Abstract
We argue that consumers with high self-brand connections (SBC) respond to negative brand information as they do to personal failure — they experience a threat to their positive self-view. After viewing negative brand information, high (vs. low) SBC consumers reported lower state self-esteem. Consumers with high SBC also maintained favorable brand evaluations despite negative brand information. However, when they completed an unrelated self-affirmation task, they lowered their brand evaluations the same as low SBC consumers. This finding suggests that high SBC consumers' reluctance to lower brand evaluation might be driven by a motivation to protect the self rather than the brand.
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Authors
Shirley Y.Y. Cheng, Tiffany Barnett White, Lan Nguyen Chaplin,