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Emotions that drive consumers away from brands: Measuring negative emotions toward brands and their behavioral effects

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  • Romani, Simona
  • Grappi, Silvia
  • Dalli, Daniele

Abstract

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).

Suggested Citation

  • Romani, Simona & Grappi, Silvia & Dalli, Daniele, 2012. "Emotions that drive consumers away from brands: Measuring negative emotions toward brands and their behavioral effects," International Journal of Research in Marketing, Elsevier, vol. 29(1), pages 55-67.
    • Handle: RePEc:eee:ijrema:v:29:y:2012:i:1:p:55-67
    DOI: 10.1016/j.ijresmar.2011.07.001
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