#Noboysallowed: Consumer Response to Brand Infidelity

This research explores consumer response to brands that shift their focus to different customers, a concept we term brand infidelity. We propose that consumers who identify strongly with a brand experience more betrayal - yet are more likely to forgive - when a brand “cheats” on them with other customers.


Justin Angle, Kathryn Mercurio, and Eric Setten (2016) ,"#Noboysallowed: Consumer Response to Brand Infidelity", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 717-717.


Justin Angle, University of Montana, USA
Kathryn Mercurio, University of Oregon, USA
Eric Setten, University of Oregon, USA


NA - Advances in Consumer Research Volume 44 | 2016

Share Proceeding

Featured papers

See More


The Production and Consumption of Retro Brands Beyond Meaning Revival

Benjamin Julien Hartmann, University of Gothenburg
Katja H. Brunk, EuEuropean University Viadrina
Markus Giesler, York University, Canada

Read More


Give Me Something of Yours: The Downside of Digital (vs. Physical) Exchanges

Anne Wilson, Harvard Business School, USA
Shelle Santana, Harvard Business School, USA
Neeru Paharia, Georgetown University, USA

Read More


O8. Valuation and Allocation of Bought Time

Eisa Sahabeh Tabrizi, University of Southeast Norway
Marit Engeset, University of Southeast Norway
Luk Warlop, Norwegian School of Management, Norway

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.