Which Rejection Makes Brand Yearning Stronger? the Impact of Consumer Exclusion, Brand Exclusion, and Ego-Defensive Goals on Brand Evaluations

Fang Wan, University of Manitoba, Canada
Namita Bhatnagar, University of Manitoba, Canada
This research examines a brand-exclusivity effect from the perspective of aspiring consumers (Kirmani, Sood, & Bridges 1999), and by providing evidence that brand exclusion may activate an ego-defensive goal which lowers brand evaluations. We also look at the previously unexamined role of co-consumer exclusion in buffering negative brand exclusion effects.
[ to cite ]:
Fang Wan and Namita Bhatnagar (2011) ,"Which Rejection Makes Brand Yearning Stronger? the Impact of Consumer Exclusion, Brand Exclusion, and Ego-Defensive Goals on Brand Evaluations", 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: 780-781.