“I Desire a Brand When I See How They Are Different From Me”: Differential Effects of Blatant and Subtle Brand Rejection
Three studies revealed an interacting effect of brand rejection and perceived attainability on consumers' brand desire. Specifically, subtle (vs. blatant) brand rejection creates more brand desire when consumers perceive the rejecting brand is attainable, and this positive effect diminishes when it is perceived to be unattainable.
Jun Yan, Fang Wan, and Americus Reed (2018) ,"“I Desire a Brand When I See How They Are Different From Me”: Differential Effects of Blatant and Subtle Brand Rejection", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 859-860.
Jun Yan, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Americus Reed, University of Pennsylvania, USA
NA - Advances in Consumer Research Volume 46 | 2018
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