We Hate Your Products: the Effects of Social Identity Threat on Out-Group Product Evaluation

Boyoun (Grace) Chae, University of British Columbia, Canada
Darren Dahl, University of British Columbia, Canada
Rui (Juliet) Zhu, University of British Columbia, Canada
In this research, we examine how consumers respond to a national brand failure. We demonstrate that a national brand failure can threaten consumers’ social identity. As a result, the consumers tend to derogate an out-group country’s products in order to restore the threatened social identity.
[ to cite ]:
Boyoun (Grace) Chae, Darren Dahl, and Rui (Juliet) Zhu (2011) ,"We Hate Your Products: the Effects of Social Identity Threat on Out-Group Product Evaluation", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 77-78.