Feeling Bad For the Brand: Encouraging Positive Consumer Reactions to Unfair Negative Reviews Through Empathetic Responding
The current research suggests that unfair negative WOM about a brand can trigger positive consumer responses (e.g., higher patronage intentions) due to heightened feelings of empathy for that brand. This ironic effect is magnified for consumers high on trait empathy and under managerial actions making the brand more personable.
Thomas Allard, Lea Dunn, and Katherine White (2019) ,"Feeling Bad For the Brand: Encouraging Positive Consumer Reactions to Unfair Negative Reviews Through Empathetic Responding", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 286-290.
Thomas Allard, Nanyang Technological University, Singapore
Lea Dunn, University of Washington, USA
Katherine White, University of British Columbia, Canada
NA - Advances in Consumer Research Volume 47 | 2019
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