The Shame of It: Consumer Response to Transgressive In-Group Brand Behavior

Individuals with high self-brand connection usually defend their brands against negative information. However, we demonstrate that when others use their brand transgressively, they experience vicarious shame, which motivates highly connected observers to distance themselves from the brand. We also observe actual distancing behavior in real-world data collected from Twitter.



Citation:

Daniel Villanova and Ted Matherly (2019) ,"The Shame of It: Consumer Response to Transgressive In-Group Brand Behavior", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 890-891.

Authors

Daniel Villanova, University of Arkansas, USA
Ted Matherly, Tulane University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

The Subjective Experience of Goal Failure: How Choosing the Lesser Evil Eradicates the Negative Consequences of Goal Failure

Kamila Sobol, Concordia University, Canada

Read More

Featured

Format Neglect?: How Different Rank Claim Formats Influence Preference

Julio Sevilla, University of Georgia, USA
Mathew S. Isaac, Seattle University
Rajesh Bagchi, Virginia Tech, USA

Read More

Featured

O11. Have Less, Compromise Less: How the perception of resource scarcity influences compromise decisions

Kate Kooi, University of Miami, USA
Caglar Irmak, University of Miami, 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.