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



Share Proceeding

Featured papers

See More

Featured

When Lack of Belongingness Means Bad News for the Planet: The Consequences of Low Belonging on Ethical Product Purchases

Ainslie Schultz, Providence College
Kevin Newman, Providence College
Scott Wright, Providence College

Read More

Featured

Changing the World, One Word at a Time: The Effect of Font Size on Prosocial Intention

Rima Touré-Tillery, Northwestern University, USA
Ayelet Fishbach, University of Chicago, USA

Read More

Featured

O5. The Effect of Synchrony on Non-Human Objects Involved in the Synchronous Performance

Xiaoyin YE, Xiamen University
Jun YE, Xiamen 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.