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.


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.


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


NA - Advances in Consumer Research Volume 47 | 2019

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