The time-healing effects: A multi-method study on how time affects consumers’ attitude change following the occurrence of brand scandals

Past research has shown that brand scandals affect consumers’ attitudes toward the scandal product and other agents. However, we have limited knowledge about whether, why, and when consumers’ attitudes toward the scandal product and other agents change over time. Drawing on immune neglect theory and accessibility–diagnosticity theory, through one five-wave longitudinal survey study, two online experiments, and an online follow-up study, we find a time-healing effect. Specifically, we show that consumers’ initial negative attitudes toward both the scandal product and its internal spill-over agents (e.g., other products in the brand family and the parent brand) attenuate over time. Furthermore, we show that the above time-healing effects are mediated by consumers’ attention to the scandal event (scandal attention), and amplified among low (vs. high) dialectical thinkers and consumers with low (vs. high) brand familiarity. Our research has the potential to make important theoretical advancements to past brand scandal literature, and offer practical implications for firms’ brand crisis management.