Employee Misbehavior: the Effect of Employee Typicality on Brand Evaluations

Despite companies’ investments in recruiting, training, and monitoring, employees sometimes misbehave in ways that hurt the brand. Such misbehavior can spread quickly and potentially turn into media scandals. In two studies, we find that employee misbehavior is more negative for the brand when the employee is seen as a typical (vs. atypical) exemplar of the company’s employees. We theorize that the behavior of a typical employee is seen as a signal of other employees and the company as a whole, whereas behavior of an atypical employee is seen as less diagnostic of the company. Thus, wrongdoing by a typical employee is likely to promote more negative inferences about the brand.



Citation:

Jakob Utgard and Tarje Gaustad (2013) ,"Employee Misbehavior: the Effect of Employee Typicality on Brand Evaluations", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.

Authors

Jakob Utgard, BI Norwegian Business School, Norway
Tarje Gaustad, Oslo School of Management, Norway



Volume

NA - Advances in Consumer Research Volume 41 | 2013



Share Proceeding

Featured papers

See More

Featured

The Impact of Product Type on Disposal Intentions

MUSTAFA KARATAŞ, Koc University, Turkey
Rabia BAYER, Koc University, Turkey
Zeynep GURHAN-CANLI, Koc University, Turkey

Read More

Featured

Attentional Breadth Affects In-store Exploration and Unplanned Purchasing

Mathias Clemens Streicher, University of Innsbruck, Austria
Zachary Estes, Bocconi University, Italy
Oliver B. Büttner, University of Duisburg-Essen

Read More

Featured

The Embodiment of Repair: Consumer Experiences of Material Singularity and Practice Disruption

Matthew Godfrey, University of Arizona, USA
Linda L Price, University of Oregon, USA
Robert F. Lusch, University of Arizona, USA

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.