“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 More

Featured

Time and Space for Robots and AI

Marat Bakpayev, University of Minnesota Duluth, USA

Read More

Featured

P3. Cash Costs You: The Pain of Holding

J Zenkic, University of Melbourne, Australia
Kobe Millet, Vrije Universiteit Amsterdam
Nicole Mead, University of Melbourne, Australia

Read More

Featured

Thank You = Trust Me: When Gratitude Expressions Help Promote New Products

Maria Ng, University of Houston, USA
Dejun Tony Kong, University of Houston, USA
Vanessa Patrick, University of Houston, USA

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.