R1. How Consumers Deal With Brand Failure-An Individual Differences Approach
The impact of individual differences (regulatory focus and attachment style) on consumers’ reactions at the time of brand failure is studied. Our three studies showed that higher promotion leads to higher positive and lower negative behaviors. Furthermore, this effect is moderated by individuals’ attachment styles.
Melika Kordrostami and Elika Kordrostami (2018) ,"R1. How Consumers Deal With Brand Failure-An Individual Differences Approach", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 915-915.
Melika Kordrostami, California State University-San Bernardino
Elika Kordrostami, Rowan University
NA - Advances in Consumer Research Volume 46 | 2018
Deny the Voice Inside: Are Accessible Attitudes Always Beneficial?
Aaron Jeffrey Barnes, University of Illinois at Urbana-Champaign, USA
Sharon Shavitt, University of Illinois at Urbana-Champaign, USA
What Converts Webpage Visits into Crowdfunding Contributions: Assessing the Role of Circumstantial Information
Lucia Salmonson Guimarães Barros, Universidade Federal de Sao Paulo
César Zucco Jr, Brazilian School of Public and Business Administration, Brazil
Eduardo B. Andrade, FGV / EBAPE
Marcelo Salhab Brogliato, Brazilian School of Public and Business Administration, Brazil
Stigma at Every Turn: Exploring Bi+ Consumer Experiences
Abigail Jean Nappier Cherup, University of Nebraska-Lincoln
Andre F. Maciel, University of Nebraska-Lincoln