A Coal in the Heart: Self-Relevance as a Post-Exit Predictor of Consumer Anti-Brand Actions

Abstract

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.

Managing Complaints to Improve Customer Profitability

“…As emphasized by Smith, Bolton, and Wagner (1999), these activities "communicate respect and empathy (social resources) to the customer" (p. 360). These actions, thus, reduce the emotional distress and suffering caused by the failure and contribute to validating the customer's sense of importance and self-esteem after a service failure (Johnson, Matear, and Thomson 2011).…”

“…As noted by Ringberg et al (2007) and Davidow (2003), fast responses serve as signals that customers are appreciated and being cared for by the firm. In addition, responding quickly helps restore the social bonds between the parties by reestablishing the feelings of respect and the customers' self-esteem (Johnson, Matear, and Thomson 2011).…”

“…Strong relational customers hold a "strong desire to maintain emotional ties with the provider, even in the face of adverse events" (Ringberg et al 2007, p. 197). For these customers, the failure is a social rupture that can lead to emotional distress and disequilibrium, producing negative emotions such as disappointment, feelings of being hurt and frustration (Johnson, Matear, and Thomson 2011;Ringberg et al 2007), and causing serious damage to the customer's sense of importance and self-esteem (Johnson, Matear, and Thomson 2011). When a service failure occurs, these customers focus not on the failure itself but on the breakdown in the relational aspect of the exchange.…”

Reassessing Relationships in Consumer Markets: Emotion, Cognition, and Consumer Relationship Intention

“…We propose that the degree of this willingness depends on the emotions generated by a particular consumer in the purchase, namely those associated with self-esteem, feelings of affiliation, and social bonding (Dagger & David, 2012;Eisingerich & Bell, 2007;Hennig-Thurau et al, 2009;Johnson, Matear, & Thomson, 2011;Spake, Beatty, Brockman, & Crutchfield, 2003;Yi & Gong, 2008). Thus, consumer feelings explain why not all but some consumers value a relational approach.…”

The Negative Effect of Brand Attachment: How Attachment Styles Help Explain Anti-Brand Behavior

“…Grégoire and Fisher (2006) propose the notion of "love becomes hate"; they thought that consumers with high relationship quality always have higher expectations for the brand, then they are easier to feel betrayed by the brand and have higher desire of revenge [3]. Johnson (2011) indicates that the more self-relevant a consumer-brand relationship, the more likely the anti-brand retaliatory behaviors after the relationship ends, and self-conscious emotion motivates consume hostility and retaliation [4]. Hou Haiqing (2011) analyzes the bidirectional effects of customers' attachment to the brand on negative marketing events [5].…”