R1. How Consumers Deal With Brand Failure-An Individual Differences Approach

• In Event: Working Paper Session & Reception
  In Working Paper Session: Pod R: Branding

Short Abstract

The impact of individual differences (regulatory focus and attachment style) on consumers’ reactions at the time of brand failure is studied. Our three studies showed that higher promotion leads to higher positive and lower negative behaviors. Furthermore, this effect is moderated by individuals’ attachment styles.

Authors

• Melika Kordrostami, California State University-San Bernardino

• Elika Kordrostami, Rowan University