How Accidents Can Be Good For the Brand: the Role of Accident-Brand Stereotype Match and Self-Brand Congruity in User Accidents

Tarje Gaustad, BI Norwegian Business School, Norway
Jakob Utgård, BI Norwegian Business School, Norway
Gavan J. Fitzsimons, Duke University, USA
This research investigates how exposure to accidents caused by users influence brand evaluations. We find an interaction between characteristics of the accident (stereotypical or non-stereotypical of the brand) and participants’ self-brand congruity. Low brand-congruity participants decrease and high brand-congruity participants increase their brand evaluations following a stereotypical accident.
[ to cite ]:
Tarje Gaustad, Jakob Utgård, and Gavan J. Fitzsimons (2012) ,"How Accidents Can Be Good For the Brand: the Role of Accident-Brand Stereotype Match and Self-Brand Congruity in User Accidents", 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: 956-957.