Dirt! - an Interpretive Study of Negative Opinions About a Brand Extension

How can researchers and managers understand the notions and feelings behind unfavorable responses to a brand extension? Using a sociocultural perspective on purity and impurity (Douglas 1966), this paper explores the usefulness of thinking about negative opinions in terms of reactions to dirt. The metaphor informs an interpretation of negative comments in an internet discussion forum, on the introduction of a new car model from Porsche. Conceptions of dirt as disturbing and upsetting; risky and dangerous; and immoral and blameworthy, are employed to develop new insights into the intersection between brands, brand extensions, and consumers.


Henrik Sjodin (2005) ,"Dirt! - an Interpretive Study of Negative Opinions About a Brand Extension", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 92-96.


Henrik Sjodin, Center for Consumer Marketing, Stockholm School of Economics


E - European Advances in Consumer Research Volume 7 | 2005

Share Proceeding

Featured papers

See More


Growing Up Rich and Insecure Makes Objects Seem Human: Childhood Material and Social Environments Predict Anthropomorphism

Jodie Whelan, York University, Canada
Sean T. Hingston, York University, Canada
Matthew Thomson, Western University, Canada
Allison R. Johnson, Western University, Canada

Read More


Communicating Limited Financial Resources Increases Perceived Trustworthiness and Interpersonal Connection

Grant E. Donnelly, Harvard Business School, USA
Anne Wilson, Harvard Business School, USA
Ashley V. Whillans, Harvard Business School, USA
Michael Norton, Harvard Business School, USA

Read More


Brand movement

Andrea Lucarelli, Lund University
Gregorio Fuschillo, Kedge Business School
Jon Bertilsson, Lund University

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.