Being Mean to Keep ‘Em Keen: Retail Rejection Increases Aspiring Consumers’ Desire For the Rejecting Brand

Morgan Ward, Southern Methodist University, USA
Darren Dahl, University of British Columbia, Canada
When one’s self-concept is threatened, s/he is more likely to acquire objects that reaffirm the self. We consider the moderating effect of individuals’ identity and predict that rejection by a brand representing one’s ideal (vs. actual) self may increase his/her assessments and desire to consume products from the rejecting brand.
[ to cite ]:
Morgan Ward and Darren Dahl (2012) ,"Being Mean to Keep ‘Em Keen: Retail Rejection Increases Aspiring Consumers’ Desire For the Rejecting Brand", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 95-100.