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.
Fanbois treat criticism of favorite brands as threat to self-image
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."
The effects of self-brand connections on responses to brand failure: A new look at the consumer–brand relationship
The landlords at City Park Apartments stuck memos on their tenants’ doors last week, outlining a “Facebook addendum” requiring tenants to Friend the building on Facebook or lose their lease.
Ruth writes, “The link tax is back, but we have a chance to stop it. The Save the Link network are pushing back against proposals in the EU for a new hyperlinking fee (AKA ‘ancillary copyright’) that will affect us all. If lobbyists succeed copyright rules will be extended to hyperlinks – giving publishers the […]
Big telcos and cable operators demand the right to impose data caps that punish their most enthusiastic customers for using too much Internet (with exceptions to the caps made for services that have paid bribes for “preferred carriage” of course), and they say that it’s simple economics: if you use up more of a service, […]
Vaping continues to become increasingly popular, meaning there is a growing selection of premium vaping products on the market. Here’s one that should get your attention: the AtmosRX Combo Vaporizer Bundle. This top-notch bundle includes the Rx Dry Herb Vaporizer, plus a bundle of accessories and flavors. Grab it now: it’s currently 73% off in the Boing Boing Store.The Atmos […]
We’d all love a 75-inch TV screen on which to view our favorite shows. But not all of us can drop the cash needed to get one of those broadcasting beauties (or even have the space needed to house them).Thankfully, there’s an alternative. With the SainSonic Mini LED Portable Projector (only $59.99 in the Boing Boing Store), you can project a picture […]
If you want to add some real firepower to your programming repertoire, learn Java–one of the most adaptable, widely-used programming platforms around. You can easily do that with this Ultimate Java bundle, now just $69 in the Boing Boing Store.Across 14 lectures and 117 hours of content, the educators at online academy eduCBA will walk you through […]