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.
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.
Didem Gamze Isiksal, PhD. Student at Istanbul Technical University, Turkey
Elif Karaosmanoglu, Assoc. Prof. at Istanbul Technical University, Turkey
NA - Advances in Consumer Research Volume 44 | 2016
J13. The Good and Bad of a Delayed Indulgence: Effects on Self-Perceptions and Purchase Satisfaction
Argiro Kliamenakis, Concordia University, Canada
Kamila Sobol, Concordia University, Canada
The Psychology of Fun: Inquiry into Consumers' Fun Experiences
Travis Tae Oh, Columbia University, USA
Michel Tuan Pham, Columbia University, USA
Love is Blind: How Sensory Liking Impacts Perceptions of Unbranded Products
Jennifer L Stoner, University of North Dakota
Maria A Rodas, University of Minnesota, USA