Appreciating the Local Versus Trusting the Global: Shifting Standards in the Evaluation of Product Failures

Product-harm crisis is a well-publicized event where a product is defective. Building on shifting standards theory and research on consumer perceptions of global and local brands, we investigate how consumers’ evaluations of product-harm crises or product failures for global and local brands differ following company responses to the crisis.


Eda Sayin, Nilufer Aydinoglu, Aysegul Ozsomer, and Zeynep Gurhan-Canli (2011) ,"Appreciating the Local Versus Trusting the Global: Shifting Standards in the Evaluation of Product Failures", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 581-582.


Eda Sayin, Koc University, Turkey
Nilufer Aydinoglu, Koc University, Turkey
Aysegul Ozsomer, Koc University, Turkey
Zeynep Gurhan-Canli, Koc University, Turkey


NA - Advances in Consumer Research Volume 39 | 2011

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