The Effects of Consumers’ Identification and Disidentification in the Case of Corporate Misconduct – Exploring the Mediating Role of Emotions

Due to higher self-relevance, corporate misconduct should elicit stronger emotions in identified and disidentified consumers compared to non-identified, which mediate different consumer reactions. In a first study, particularly disidentified consumers’ adversarial behaviors were mediated through disapproving emotions and schadenfreude, whereas sympathy elicited in identified consumers resulted in higher perceived trust.



Citation:

Christopher Ruppel and Sabine Einwiller (2016) ,"The Effects of Consumers’ Identification and Disidentification in the Case of Corporate Misconduct – Exploring the Mediating Role of Emotions", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 756-756.

Authors

Christopher Ruppel, Department of Communication, University of Vienna
Sabine Einwiller, Department of Communication, University of Vienna



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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