Brand Transgressions and Consumers’ Deliberate Self-Persuasion

This paper explores whether consumers engage in deliberate self-persuasion when their beloved brands commit transgressions. It reveals when people have strong brand relationships, they use self-directed, intentional attitude change. It includes tactics to reinterpret undesired elements of the brands and to inhibit undesired elements of the brands out of awareness.


Wonkyong Beth Lee and Yang Ye (2013) ,"Brand Transgressions and Consumers’ Deliberate Self-Persuasion", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.


Wonkyong Beth Lee, Western University, CANADA
Yang Ye, Western University, Canada


NA - Advances in Consumer Research Volume 41 | 2013

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