Brand Traumas: Why Writing About Negative Brand Experiences Boosts Evaluations More Than Writing About Positive Experiences?

Giulia Miniero, Università della Svizzera Italiana, Lugano, Switzerland and SDA Bocconi School of Management, Milan, Italya
Michael Gibbert, Università della Svizzera Italiana, Lugano, Switzerland
The paper investigates the power of the expressive writing paradigm in the context of brand relationships turning points. Two experiments show that consumers benefit by expressively sharing their emotions and thoughts on the relational changes prompted by relationship turning points, thus restoring their original level of appreciation toward the brand.
[ to cite ]:
Giulia Miniero and Michael Gibbert (2014) ,"Brand Traumas: Why Writing About Negative Brand Experiences Boosts Evaluations More Than Writing About Positive Experiences?", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 612-612.