Customer Empathetic Responses Toward Brands Being Treated Unfairly

Thomas Allard, Nanyang Technological University, Singapore
Lea Dunn, University of Washington, USA
Katherine White, University of British Columbia, Canada
The current research suggests that unfair negative WOM about a brand can trigger positive consumer responses (e.g., higher patronage intentions) due to heightened feelings of empathy for that brand. This ironic effect is magnified for consumers high on trait empathy and under managerial actions making the brand more personable.
[ to cite ]:
Thomas Allard, Lea Dunn, and Katherine White (2016) ,"Customer Empathetic Responses Toward Brands Being Treated Unfairly", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 376-380.