Seeing Brands Through Rose-Colored Lenses: When Fear of Being Taken Advantage of Leads to Increased Trust

When consumers are in a vulnerable position where they can be taken advantage of (i.e., when domain complexity is high and consumer knowledge is low), we find that consumers high in victim sensitivity (i.e., those with heightened concerns about being victimized) actually bolster trust in a brand and its products.



Citation:

Steven Shepherd and Gavan Fitzsimons (2018) ,"Seeing Brands Through Rose-Colored Lenses: When Fear of Being Taken Advantage of Leads to Increased Trust", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 790-791.

Authors

Steven Shepherd, Oklahoma State University, USA
Gavan Fitzsimons, Duke University, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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