When Ignorance Is No Longer Bliss: Seeking Threatening Information About Self-Relevant Brands

Kristen Lane, University of Arizona, USA
Jennifer Savary, University of Arizona, USA
Jesper H. Nielsen, University of Arizona, USA
Research shows that people often avoid negative information, especially when it threatens their mood or self-beliefs. We demonstrate the opposite: when negative information is about a self-relevant brand (i.e. brands with high self-brand connections) consumers seek negative information about the brand, because addressing the potential identity threat overrides other considerations.
[ to cite ]:
Kristen Lane, Jennifer Savary, and Jesper H. Nielsen (2017) ,"When Ignorance Is No Longer Bliss: Seeking Threatening Information About Self-Relevant Brands", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 200-205.