University of Oulu

Teck Ming Tan, Jari Salo, and Jaakko Aspara (2019) ,"When a Brand Betrayed Me: How Brand Betrayal Increases Consumer Self-Disclosure For Future Personalized Offerings", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 866-867

When a brand betrayed me : how brand betrayal increases consumer self-disclosure for future personalized offerings

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Author: Tan, Teck Ming1; Salo, Jari2; Aspara, Jaakko3
Organizations: 1University of Oulu, Finland
2University of Helsinki, Finland
3Hanken School of Economics, Finland
Format: article
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 0.7 MB)
Persistent link:
Language: English
Published: Association for Consumer Research, 2019
Publish Date: 2023-05-02


This study reveals a positive effect of brand betrayal on consumer responses. Consumers with strong self-brand connection experience high cognitive dissonance when a brand they care for betrays them, while self-disclosure helps them reduce this dissonance, and subsequently, they perceive the brand’s future personsalized offering to be more attractive.

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Series: Advances in consumer research
ISSN: 0098-9258
ISSN-L: 0098-9258
Volume: 47
Pages: 866 - 867
Type of Publication: A1 Journal article – refereed
Field of Science: 512 Business and management
Copyright information: © 2019 The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at Published in this repository with the kind permission of the publisher.