Featured Research

from universities, journals, and other organizations

The bitter breakup: What happens when consumers dump their brands?

Date:
November 15, 2010
Source:
University of Chicago Press Journals
Summary:
It's just like a bad breakup: People get emotional when they end a relationship with a brand. A new study examines what happens when people turn their backs on the brands they once loved.

It's just like a bad breakup: People get emotional when they end a relationship with a brand. A new study in the Journal of Consumer Research examines what happens when people turn their backs on the brands they once loved.

Related Articles


"Customers who were once enthusiastic about a brand may represent a headache for the associated firm beyond the lost revenue of foregone sales because they sometimes become committed to harming the firm," write authors Allison R. Johnson (University of Western Ontario), Maggie Matear (Queens University, Kingston, Ontario), and Matthew Thomson (University of Western Ontario).

Online forums are overloaded with customer complaints from people who once loved or were loyal to particular brands but now strongly oppose them. "I used to love (name of store), let me tell you all why I plan to never go back there again; I hate them with a passion now," writes one unhappy former customer, for example.

Why do these people feel so strongly about brands they once favored? According to the authors, some people identify so strongly with brands that they become relevant to their identity and self-concept. Thus, when people feel betrayed by brands, they experience shame and insecurity. "As in human relationships, this loss of identity can manifest itself in negative feelings, and subsequent actions may (by design) be unconstructive, malicious, and expressly aimed at hurting the former relationship partner," the authors write.

What's a company to do to prevent such heightened emotions? "Rather than trying simply to win customers back, which may only exacerbate the situation, companies may want to explore responses that promote forgiveness, indifference, or effective disengagement," the authors suggest.

Sometimes a company may want to help embarrassed customers move on -- even if it means directing them to a competitor. "The sooner the customers are happily involved with a new brand, the faster one might expect damage to their self-concept to be repaired and the faster the motive to harm the offending firm might dissipate," the authors conclude.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Allison R. Johnson, Maggie Matear, and Matthew Thomson. A Coal in the Heart: Self-Relevance as a Post-Exit Predictor of Consumer Anti-Brand Actions. Journal of Consumer Research, 2010 DOI: 10.1086/657924

Cite This Page:

University of Chicago Press Journals. "The bitter breakup: What happens when consumers dump their brands?." ScienceDaily. ScienceDaily, 15 November 2010. <www.sciencedaily.com/releases/2010/11/101115151948.htm>.
University of Chicago Press Journals. (2010, November 15). The bitter breakup: What happens when consumers dump their brands?. ScienceDaily. Retrieved December 22, 2014 from www.sciencedaily.com/releases/2010/11/101115151948.htm
University of Chicago Press Journals. "The bitter breakup: What happens when consumers dump their brands?." ScienceDaily. www.sciencedaily.com/releases/2010/11/101115151948.htm (accessed December 22, 2014).

Share This


More From ScienceDaily



More Mind & Brain News

Monday, December 22, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Researchers Test Colombian Village With High Alzheimer's Rates

Researchers Test Colombian Village With High Alzheimer's Rates

AFP (Dec. 19, 2014) In Yarumal, a village in N. Colombia, Alzheimer's has ravaged a disproportionately large number of families. A genetic "curse" that may pave the way for research on how to treat the disease that claims a new victim every four seconds. Duration: 02:42 Video provided by AFP
Powered by NewsLook.com
Double-Amputee Becomes First To Move Two Prosthetic Arms With His Mind

Double-Amputee Becomes First To Move Two Prosthetic Arms With His Mind

Buzz60 (Dec. 19, 2014) A double-amputee makes history by becoming the first person to wear and operate two prosthetic arms using only his mind. Jen Markham has the story. Video provided by Buzz60
Powered by NewsLook.com
Prenatal Exposure To Pollution Might Increase Autism Risk

Prenatal Exposure To Pollution Might Increase Autism Risk

Newsy (Dec. 18, 2014) Harvard researchers found children whose mothers were exposed to high pollution levels in the third trimester were twice as likely to develop autism. Video provided by Newsy
Powered by NewsLook.com
Yoga Could Be As Beneficial For The Heart As Walking, Biking

Yoga Could Be As Beneficial For The Heart As Walking, Biking

Newsy (Dec. 17, 2014) Yoga can help your weight, blood pressure, cholesterol and heart just as much as biking and walking does, a new study suggests. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins