Brand Traumas: Why Writing About Negative Brand Experiences Boosts Evaluations More Than Writing About Positive Experiences?
The paper investigates the power of the expressive writing paradigm in the context of brand relationships turning points. Two experiments show that consumers benefit by expressively sharing their emotions and thoughts on the relational changes prompted by relationship turning points, thus restoring their original level of appreciation toward the brand.
Citation:
Giulia Miniero and Michael Gibbert (2014) ,"Brand Traumas: Why Writing About Negative Brand Experiences Boosts Evaluations More Than Writing About Positive Experiences?", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 612-612.
Authors
Giulia Miniero, Università della Svizzera Italiana, Lugano, Switzerland and SDA Bocconi School of Management, Milan, Italya
Michael Gibbert, Università della Svizzera Italiana, Lugano, Switzerland
Volume
NA - Advances in Consumer Research Volume 42 | 2014
Share Proceeding
Featured papers
See MoreFeatured
The Interaction Effect of Food Variety and Simulation of Eating on Consumers' Calorie Estimation
Liang Shen, Shanghai Jiao Tong University
Fengyan Cai, Shanghai Jiao Tong University
Ying Yu, Huazhong Agricultural University
Featured
F4. Social Support First, Money Later: Perceived Economic Mobility Increases Happiness When Perceived Social Support Opens the Door
Yong Ju Kwon, Seoul National University, USA
Sara Kim, University of Hong Kong
Youjae Yi, Seoul National University
Featured
Predicting memory-based consumer choices from recall and preferences
Zhihao Zhang, University of California Berkeley, USA
Aniruddha Nrusimha, University of California Berkeley, USA
Andrew Kayser, University of California, San Francisco
Ming Hsu, University of California Berkeley, USA