Brand (In)Fidelity: When Flirting With the Competition Strengthens Brand Relationships

Irene Consiglio , Erasmus University Rotterdam, The Netherlands
Daniella Kupor, Stanford University, USA
Michael Norton, Harvard Business School, USA
Francesca Gino, Harvard Business School, USA
Although infidelity harms romantic relationships, we propose that unfaithfulness to one's favorite brand can positively impact one’s relationship with a favorite brand. Compared to faithful consumers, consumers who flirt with a competing brand misattribute the resulting flirting-induced arousal to their favorite brand, and feel even greater desire for it.
[ to cite ]:
Irene Consiglio , Daniella Kupor, Michael Norton, and Francesca Gino (2013) ,"Brand (In)Fidelity: When Flirting With the Competition Strengthens Brand Relationships", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.