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Effects of Knowledge Anxiety and Cognitive Processing Bias on Brand Avoidance during COVID-19: The Mediating Role of Attachment Anxiety and Herd Mentality

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  • Rui Chen

    (School of Literature and Journalism, Xihua University, Chengdu 610039, China
    Research Institute of International of Economics and Management, Xihua University, Chengdu 610039, China)

  • Haolan Yan

    (Research Institute of International of Economics and Management, Xihua University, Chengdu 610039, China)

Abstract

The COVID-19 pandemic has led to an increase in users’ knowledge anxiety, which has been further intensified by the diversity of information platforms and the emphasis on digital personal branding. While previous research has examined the relationship between digital personal branding and negative emotions, little is known about the mechanisms behind negative reactions to digital personal branding from non-direct factors or users’ spontaneous negative emotions. To address this gap, this study draws on cognitive appraisal theory (CAT) and social identity theory (SIT) to explore the relationships between users’ knowledge anxiety, cognitive processing biases, and brand avoidance, and the impacts of herding behavior and attachment anxiety on these relationships. A sample of 530 consumers completed an online survey, and the data were analyzed using a partial least squares path model. The results revealed that user knowledge anxiety directly and indirectly influenced brand avoidance behavior through cognitive processing bias, and attachment anxiety moderated the path between cognitive processing bias and user knowledge anxiety. However, herding behavior was not found to be significant in online knowledge sharing communities.

Suggested Citation

  • Rui Chen & Haolan Yan, 2023. "Effects of Knowledge Anxiety and Cognitive Processing Bias on Brand Avoidance during COVID-19: The Mediating Role of Attachment Anxiety and Herd Mentality," Sustainability, MDPI, vol. 15(8), pages 1-20, April.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:8:p:6978-:d:1129015
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    1. Hongxia Wang, 2025. "Exploring Brand Attachment Dynamics in Live Streaming Platforms: a TikTok Perspective in the Digital Knowledge Economy," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 16(2), pages 5967-5998, June.

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