Emotional Counter-Conditioning of Brand Attitudes

Miguel Brendl, Kellogg School of Management, Northwestern University, USA
Vincent Nijs, Rady School of Management, USA
Eva Walther, University of Trier, USA
Jana Moeller, Free University of Berlin, Germany
How can you improve brand attitudes that have been tainted by negative emotional associations? We show that conditioning with oppositely valenced emotions can be effective, but that that the level of effectiveness depends on which emotion is chosen as “anti-dote.” We introduce theory about which emotions are most effective anti-dotes.
[ to cite ]:
Miguel Brendl, Vincent Nijs, Eva Walther, and Jana Moeller (2013) ,"Emotional Counter-Conditioning of Brand Attitudes", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.