Do Consumers Need a Signal to Move On? the Effect of Punishing a Scapegoat in Cluster Product-Harm Crisis

Cluster product-harm crises have deep psychological impacts on consumers, leading to negative influences on involved brands. However, little research deeply investigates signaling factors which could get consumers over such crises. This research introduces “scapegoating effect”, discussing how the existence of a scapegoat brand could drive consumers back to the market.



Citation:

Xuan Zhang, Hongxia Zhang, and Jing Lei (2015) ,"Do Consumers Need a Signal to Move On? the Effect of Punishing a Scapegoat in Cluster Product-Harm Crisis", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 300-301.

Authors

Xuan Zhang, China University of Petroleum, Beijing, China
Hongxia Zhang, Peking University, China
Jing Lei, University of Melbourne, Australia



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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