Eye For an Eye: the Effect of Honor Values on Consumer Responses to Brand Failures

Frank May, University of South Carolina, USA
Alokparna (Sonia) Monga, University of South Carolina, USA
Kartik Kalaignanam, University of South Carolina, USA
We examine an unexplored variable in consumer research—endorsement of honor values, and its effect on responses to brand failures. Across three lab studies and one archival data study, we find that honor values positively predict vengeful behavior in the event of a brand failure. Perceptions of abuse mediated the effects.
[ to cite ]:
Frank May, Alokparna (Sonia) Monga, and Kartik Kalaignanam (2012) ,"Eye For an Eye: the Effect of Honor Values on Consumer Responses to Brand Failures", 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: 153-157.