“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.
Citation:
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.
Authors
Jun Yan, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Americus Reed, University of Pennsylvania, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Tackling Over-Consumption: How Proximal Depictions of Unhealthy Food Products Influence the Consumption Behavior
Sumit Malik, IE Business School, IE University
Eda Sayin, IE Business School, IE University, Spain
Kriti Jain, IE Business School, IE University, Spain
Featured
Brand Fan(atic)s: When Excessive Brand Loyalty Sends the Wrong Signal
Isabelle Engeler, IESE Business School
Kate Barasz, IESE Business School
Featured
G12. The Effect of (Non-)appetizing Ambient Scents on Consumers’ Affinity Toward Vices and Virtues in the Retail Environment
Corinne M Kelley, Florida State University
Anders Gustafsson, Karlstad University
Poja Shams, Karlstad University
Martin Mende, Florida State University
Maura Scott, Florida State University