Abstract
This research examined the effect of self-construal (independent vs. interdependent) on people’s responses to disappointing brand experiences. We propose that following a disappointing brand experience, independents are more likely than interdependents to express intentions for negative behavior. This effect is due to differences in the importance ascribed to various goals: independents are focused on their own personal goals and expectations, whereas interdependents are focused on maintaining pleasant and harmonious relationships. Consequently, when independents experience disappointment (i.e., their expectations are not met), they appraise the situation as less pleasant than do interdependents. Independents are thus more likely to experience negative emotions, which in turn lead to negative behavioral intentions. Three studies, in which self-construal was primed, supported this prediction. In experiment 1 participants imagined a sports event where their favorite team played carelessly and lost. Participants in the independent (vs. interdependent) prime condition were more likely to express intentions of negative behavior toward the sports team; negative emotions partially mediated this effect. Experiment 2 provides evidence for the mediating role of emotional appraisal in the extent to which the disappointing experience (sports event) is perceived as unpleasant. Experiment 3 replicates these findings in the context of service failure at a restaurant. It also provides evidence for the role of prior expectations in this effect, demonstrating that the effect occurs only when participants have prior expectations, and does not occur in their absence. This research sheds light on the effects of self-construal on emotional and behavioral responses to negative brand experiences, and highlights the processes underlying these effects.
Highlights
Despite firms’ best efforts, consumers often leave brand interactions feeling a “I didn’t expect that from X” reaction that characterizes disappointing brand experiences (Tilley, 1999).Brand disappointment is defined as negative feelings resulting from the perception that a brands’ performance has failed to meet consumers’ expectations (Zeelenberg & Pieters, 1999)
We argue that three interrelated factors and processes associated with independent and interdependent self-construals may be involved in consumers’ responses to disappointing experiences
To measure participants’ emotional reactions, the participants rated on a seven-point scale the extent to which the scenario made them feel each of 24 emotions
Summary
Despite firms’ best efforts, consumers often leave brand interactions feeling a “I didn’t expect that from X” reaction that characterizes disappointing brand experiences (Tilley, 1999). We predict that disappointing events will be appraised as less pleasant by people with independent (vs interdependent) self-construal, as their focus is on the self Such differences in emotional appraisals should lead to differences in the interpretation of the situation, resulting in distinct responses. Interdependents can see positive aspects in negative events (Hoffman, 1994; Williams & Aaker, 2002), and are less likely to view disappointing experiences as unpleasant, to experience negative emotions after such events, and, to express intentions for negative behaviors These factors and processes should lead to differences in the extent to which independents and interdependents will respond negatively to disappointing brand experience. The protocols of the studies were approved by our university’s IRB
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