Consumers’ Self-Persuasion and Brand Transgression

We examine self-persuasion that consumers may adopt to maintain consumer-brand relationships when facing brand transgressions. If consumers have strong brand relationships, they use self-directed, intentional persuasion such as reinterpreting undesired elements of, and suppressing undesired elements of the brands. Consumers’ negative emotions may explain consumers’ self-persuasion.


Wonkyong Beth Lee and Yang Ye (2014) ,"Consumers’ Self-Persuasion and Brand Transgression", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 795-795.


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


NA - Advances in Consumer Research Volume 42 | 2014

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