I Desire a Brand When I See the Standard: How to Communicate Brand Rejection
Four studies suggest that compared with the negative consequences of a blatant rejection in previous research, setting an exclusive standard for target consumers of a self-expressive brand makes de-selected consumers feel rejected but have increased brand desire when they perceive the rejecting brand is still attainable.
Jun Yan, Fang Wan, and Americus Reed (2019) ,"I Desire a Brand When I See the Standard: How to Communicate Brand Rejection", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 917-918.
Jun Yan, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Americus Reed, University of Pennsylvania, USA
NA - Advances in Consumer Research Volume 47 | 2019
J8. Exchange with The Rich, Concern with The Poor: The Effects of Social Class on Consumer Response to Brand Relationship
Bing Han, Shanghai Jiao Tong University
Liangyan Wang, Shanghai Jiao Tong University
H9. Market Emergence: the Alignment Process of Entrepreneurs’ Socio Cognition and Consumers’ Perception of the Market
Hao Wang, University of South Florida, USA
N12. Untangling Different Envy Episodes and their Effects on Brand Attitude
Kirla C Ferreira, EAESP-FGV, Brazil & City University of London, UK
Delane Botelho, EAESP-FGV
Suzana Valente Battistella-Lima, EAESP-FGV