This article extends theory around consumer-brand relationship quality by exploring conditions under which such relationships may be transformed into exceptionally negative dispositions toward once-coveted brands. Survey and experimental results indicate that the more self-relevant a consumer-brand relationship, the more likely are anti-brand retaliatory behaviors after the relationship ends. These anti-brand behaviors are diverse: from complaining to third parties, to negative word of mouth, to illegal actions such as theft, threats, and vandalism. In contrast, post-exit consumer-brand relationships that were low in self-relevance but were high in trust, commitment, and satisfaction are less likely to result in anti-brand actions. The role of a discrete product or service failure is also explored, and results suggest that self-relevance may motivate retaliation even in the absence of a so-called critical incident. Ultimately, this research illuminates previously unexplored mechanisms—including self-conscious emotional reactions—that motivate consumer hostility and retaliation.

Negative publicity has the potential to create negative corporate associations. However, consumers' identification with a company might moderate the extent of this effect. This article examines the impact of consumer-company identification on reactions to variable levels of negative publicity about a company. Exposing consumers who had strong identification with a company to moderately negative publicity was found to result in less negative corporate associations than for consumers who had relatively weak identification. In contrast, consumers'levels of identification did not affect reactions to extremely negative information, resulting in equally negative corporate associations for those with strong versus weak consumer-company identification. Thus, strong identification mitigates the effects of moderately negative publicity but does not attenuate the effects of extremely negative publicity. Consumers' perceptions of and thoughts regarding negative information about a company partially mediated the effect of identification on attitudes and behavioral intentions.

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An individual's tendencies in purely personal relationships seem to lead to related tendencies in consumer relationships. The following article presents a study that illustrates how individual differences in personal relationship attachment style can be used to predict the likely success of consumer relationships. In addition, it illustrates how the success of consumption versus nonconsumption relationships can be explained by the effect of attachment style on the individual's perception of qualities of the relationship.

In two surveys of adult consumers, we find that attachment styles predict consumers' reactions after brand relationships end. Specifically, 'fearful' consumers-those high in both attachment anxiety and avoidance-are most likely to complain to third parties, to obsess about harming the brand, and to report seeking payback against brands. Two factors mediate the effect of attachment on reactions: threats to consumers' selfimage and the loss of benefits from their relationship. This is consistent with the explanation we propose: specifically, fearful individuals invest in and depend more on consumption relationships and, therefore, lose more when such relationships end.

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An ultrasound-guided peripheral intravenous (UGPIV) quality improvement project occurred in an 849-bed tertiary care hospital with a goal to reduce the use of central lines, in particular, peripherally inserted central catheters (PICCs). Since implementation, PICCs have decreased by 46.7% overall, and 59 nurses in-hospital are competent in placing UGPIVs. Placement of UGPIVs by the bedside nurse is a key initiative in decreasing PICC use and, potentially, infections.

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