When Ignorance Is No Longer Bliss: Seeking Threatening Information About Self-Relevant Brands

Research shows that people often avoid negative information, especially when it threatens their mood or self-beliefs. We demonstrate the opposite: when negative information is about a self-relevant brand (i.e. brands with high self-brand connections) consumers seek negative information about the brand, because addressing the potential identity threat overrides other considerations.



Citation:

Kristen Lane, Jennifer Savary, and Jesper H. Nielsen (2017) ,"When Ignorance Is No Longer Bliss: Seeking Threatening Information About Self-Relevant Brands", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 200-205.

Authors

Kristen Lane, University of Arizona, USA
Jennifer Savary, University of Arizona, USA
Jesper H. Nielsen, University of Arizona, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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