Self-Reference As a Trigger of the Inner Prosecutor: the Moderating Role of the Self-Reference Effect on the Relationship Between Consumers and Transgressor Brands

This study analyzes the interplay between self-reference effect and corporate brand transgressions on consumer punishing behavior. By a 2x2 experimental design, it is found that the interaction effect between self-reference and no self-reference groups and transgression levels causes a dramatic increase in punishing behavior under mild transgression rather than severe transgression.



Citation:

Didem Gamze Isiksal and Elif Karaosmanoglu (2016) ,"Self-Reference As a Trigger of the Inner Prosecutor: the Moderating Role of the Self-Reference Effect on the Relationship Between Consumers and Transgressor Brands", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 738-738.

Authors

Didem Gamze Isiksal, PhD. Student at Istanbul Technical University, Turkey
Elif Karaosmanoglu, Assoc. Prof. at Istanbul Technical University, Turkey



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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