Brand Transgressions and Consumers’ Deliberate Self-Persuasion

Wonkyong Beth Lee, Western University, CANADA
Yang Ye, Western University, Canada
This paper explores whether consumers engage in deliberate self-persuasion when their beloved brands commit transgressions. It reveals when people have strong brand relationships, they use self-directed, intentional attitude change. It includes tactics to reinterpret undesired elements of the brands and to inhibit undesired elements of the brands out of awareness.
[ to cite ]:
Wonkyong Beth Lee and Yang Ye (2013) ,"Brand Transgressions and Consumers’ Deliberate Self-Persuasion", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.