Journal Of Consumer Psychology
Consumer Fanboys Confuse Brand Identity With Their Own
Have you ever found yourself frothing at the fingertips while explaining why someone doesn’t deserve to use an iPhone because of the offender’s deeply flawed sense of aesthetics? Have you been the type to declare that those who don’t use Android are cylons who are under mind control from Cupertino? Or are you Peter Bright, turning up your nose at all of us while you wax on about the unappreciated genius of the Windows 7 Phone?
You may think you’re defending your favorite platform, because it’s just that good. But, according to a recently published study out of the University of Illinois , you may instead be defending yourself because you view criticisms of your favorite brand as a threat to your self image. The study, which will be published in the next issue of the Journal of Consumer Psychology , examines the strength of consumer-brand relationships, concluding that those who have more knowledge of and experience with a brand are more personally impacted by incidents of brand “failure.”
The researchers performed two experiments, one on a group of 30 women and another on 170 undergraduate students, in order to see whether the subjects’ self esteem was tied to the general ratings of various brands. Those who had high self-brand connections , or SBC — that is, those who follow, research, or simply like a certain brand—were the ones whose self esteem suffered the most when their brands didn’t do well or were criticized. Those with low SBC remained virtually unaffected on a personal level.
The residual effect of this is that those with high SBCs tend to discount negative news about their favorite brands, and sometimes even ignore it altogether in favor of happier thoughts.
“Consumers are highly resistant to brand failure to the point that they’re willing to rewrite history,” business administration professor and researcher Tiffany Barnett White said in a statement. “It not only explains why so many Toyota customers ignored the negative brand information in the aftermath of the highly publicized recalls, it also accounts for why they’re quick to defend the company and why they would want to re-write history in a more positive way.
Journal Of Consumer Psychology - News
The study, which will be published in the next issue of the Journal of Consumer Psychology, examines the strength of consumer-brand relationships, concluding that those who have more knowledge of and experience with a brand are more personally impacted
and a far more lasting one than the “unique and pleasing sensory environment” of a Pinkberry, according to CW Park, a marketing professor at the Marshall School of Business at USC and editor of the Journal of Consumer Psychology.
Prof Townsend advises companies to look for “a good graphic designer”. The report is published in the Journal of Consumer Psychology and can be read online. Please don't cut articles from FT.com and redistribute by email or post to the web.
To be published in the Journal of Consumer Psychology in the coming weeks, the research analyses the relationship between brands and consumers, concluding that those who have more personal experience with a particular brand are most likely to be
The next issue of the Journal of Consumer Psychology will feature results from their study, delving into this modern syndrome of fanboism. Using a factor called SBC, or self-brand connections — a level of connectedness evidenced by following,
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The Center for Decision Sciences invites you to a lecture by Sharad Goel and Dan Goldstein of Yahoo! Research on: Large scale social network data comprising individual-level behaviors as well as connections between individuals have recently emerged from a number of online services. Such data would seem to hold promise for two common decisions make by marketers: to whom to direct messaging (targeting) and how to encourage the spread of a product or idea through a population (promoting diffusion). This seminar shows the results of two studies, each spanning multiple domains and millions of individuals, which ask to what extent social network data complement traditional targeting models and to what extent products spread "virally" over online social networks.
Professor Johnson's research interests are in consumer and managerial decision-making and electronic commerce. He is among the most widely cited scholars in marketing, according to the Thompson Scientific Highly Cited ratings. His work on electronic commerce has been published in the Communications of the ACM, Journal of Consumer Research, Journal of Marketing, Journal of Interactive Marketing, and Management Science. He has presented his work before the Federal Trade Commission, and has been quoted in the New York Times, the Wall Street Journal, Readers Digest, National Public Radio's Morning Edition, Marketplace, and the CBS Evening News. He is a coauthor of two books: Decision Research: A Field Guide and The Adaptive Decision Maker. His research in behavioral economics has appeared in Science, Journal of Economic Theory, as well as in two books. Earlier work examining the role of affect and similarity in understanding risk in papers has been published in Journal of Personality and Social Psychology, and the Journal of Experimental Psychology.
Journal of Consumer Psychology 
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