Revealing a Weakness Boosts Consumer Perceptions of Human Brand Authenticity

With the proliferation of mobile internet and social media, human brands have become increasingly important. With two experiments, we show that revealing a weakness of a human brand boosts consumer perceptions of human brand authenticity and therefore purchase intentions. This effect is moderated by consumers’ power distance belief.


Qichao Zhu, Maggie Wenjing Liu, and Meng Zhang (2019) ,"Revealing a Weakness Boosts Consumer Perceptions of Human Brand Authenticity", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 945-946.


Qichao Zhu, Tsinghua University, China
Maggie Wenjing Liu, Tsinghua University, China
Meng Zhang, Chinese University of Hong Kong, China


NA - Advances in Consumer Research Volume 47 | 2019

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