Emotions that Drive Consumers Away from Brands: Measuring Negative Emotions Toward Brands and Their Behavioral Effects

By Simona Romani, S. Grappi, D. Dalli. 2012

286 citations recorded by the source corpus.

Consumers' appraisals of brand-related stimuli originating from both marketer- and non-marketer-controlled sources of information may evoke negative emotional reactions toward certain brands. We derive a scale that includes six distinct brand-related negative emotions (anger, discontent, dislike, embarrassment, sadness, and worry). Studies 1 through 4 demonstrate that our scale achieves convergent and discriminant validity and provides superior insight and better predictions compared to extant emotion scales. Study 5 manipulates specific negative brand-related emotions and reveals that they predict particular behavioral outcomes (i.e., switching, complaining, and negative word of mouth).

Subfields: Clinical Psychology, Marketing, Social Psychology

View Paper: https://www.semanticscholar.org/paper/1df4810c3cb025b80ec2a24a48bad5dbc306680f

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In Social Psychology

Citations in the corpus

Relating badly to brands (2013, background): “, brand switching) and sadness was associated with inactivity (Romani et al., 2012).”