In "The effects of self-brand connections on responses to brand failure: A new look at the consumer–brand relationship," a paper to be published in the Journal of Consumer Psychology, researchers from Hong Kong Baptist University, U Illinois, and Villanova School of Business report on research they conducted into how loyal customers feel when bad things are said about the brands they love. They concluded that, for people who personally identify with a company and its products, negative information about the company was experienced as self-esteem-lowering personal attacks.
I think the most ferocious love is always unrequited love. The companies we love don't love us back. That probably explains the tedious "zealot" snipes I get every time I breathe even the mildest criticism of Apple -- when criticism of your favorite corporation lowers your self-esteem, it's only natural to respond with aggressive ad-hominem.
The researchers performed two experiments, one on a group of 30 women and another on 170 undergraduate students, in order to see whether the subjects' self esteem was tied to the general ratings of various brands. Those who had high self-brand connections (SBC)—that is, those who follow, research, or simply like a certain brand—were the ones whose self esteem suffered the most when their brands didn't do well or were criticized. Those with low SBC remained virtually unaffected on a personal level.
The residual effect of this is that those with high SBCs tend to discount negative news about their favorite brands, and sometimes even ignore it altogether in favor of happier thoughts.
"Consumers are highly resistant to brand failure to the point that they’re willing to rewrite history," business administration professor and researcher Tiffany Barnett White said in a statement. "It not only explains why so many Toyota customers ignored the negative brand information in the aftermath of the highly publicized recalls, it also accounts for why they’re quick to defend the company and why they would want to re-write history in a more positive way."
Fanbois treat criticism of favorite brands as threat to self-image
The effects of self-brand connections on responses to brand failure: A new look at the consumer–brand relationship
Update: According to The Verge, Facebook has verified the authenticity of the screenshot below. In what appears to be an internal Facebook post, Zuckerberg defends his company’s ongoing association with Peter Thiel — Facebook investor/board member and major donor to white-supremacist/pro-rape presidential candidate Donald Trump.
The UK government says it wants to stop people under 18 from looking at pornography, and so it’s going to make all the porn sites operating in Britain collect some kind of age-verification in order to make this happen, on pain of being blocked by the UK’s Great Firewall.
Despite the denials of its new CEO, Wells Fargo had a serious, widespread cultural problem that led it to commit at least 2,000,000 financial crimes. But the crimes and the culture are widespread across America’s banks, and they spread further than that, because the system is rigged to reward financial crime.
This Python Mega Course will help you learn to code by teaching you to build 10 real-world apps that each highlight a unique use of Python.Job prospects for coders are still growing steadily—and with Python being one of the most popular coding languages out there today, it’s important for job seekers to demonstrate a widespread understanding of the […]
The Atmos R2 may be bigger than the brand’s previously-released vapes, but we argue that in this case it’s definitely a good thing. A bigger heating chamber means more room for packing it full. And the bigger battery means longer, more fulfilling vape sessions. In fact, you can use the Atmos R2 for up to about 25 […]
These days, there is huge demand for ethical hackers. Companies pay these professionals to identify and remedy security holes in their networks before malicious hackers find and exploit them. What’s great about this is that if you love hacking or think you may love hacking, you can do it for a living and not as […]