The Dissociative Nature of Product Enthusiasts

While fans of a product are generally considered to be beneficial from a managerial perspective, in some instances their enthusiasm for the product can negatively impact the product’s adoption. In four studies, I find that “product enthusiasts” can lower other consumers’ interests in a focal product and likelihood of adopting it (Studies 1 and 2). Furthermore, this negative effect occurs due to the dissociative nature of product enthusiasts (Study 3), and can be attenuated in situations where the producing brand is more established or well-known (Study 4). These results suggest that practitioners need to be careful in managing the exposure of product enthusiasts to non-enthusiasts, to prevent the ironic effect of having negative reactance to a product’s (overly) positive fans.


Jeffrey Lee (2011) ,"The Dissociative Nature of Product Enthusiasts", 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: 881-884.


Jeffrey Lee, Harvard Business School, USA


NA - Advances in Consumer Research Volume 39 | 2011

Share Proceeding

Featured papers

See More


Consumer Reluctance Toward Medical Artificial Intelligence: The Underlying Role of Uniqueness Neglect

Chiara Longoni, Boston University, USA
Andrea Bonezzi, New York University, USA
Carey K. Morewedge, Boston University, USA

Read More


R2. Brand-to-Brand Communications: How Consumers React to Flattery Between Brands

Lingrui Zhou, Duke University, USA
Katherine Crain, Duke University, USA
Keisha Cutright, Duke University, USA

Read More


Shared Values, Trust, and Consumers’ Deference to Experts

Samuel Johnson, University of Bath, UK
Max Rodrigues, DePaul University, USA
David Tuckett, University College London

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.