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Secure or fearful, who will be more resentful? Investigating the interaction between regulatory focus and attachment style

Secure or fearful, who will be more resentful? Investigating the interaction between regulatory... This study aims to examine the impact of consumers’ individual differences on their reactions to brand failure.Design/methodology/approachThree studies (one qualitative, one survey and one experiment) were conducted. Study 1 aimed to understand consumers’ thoughts at the time of brand failure. Studies 2 and 3 investigated the impact of regulatory focus and its interaction with consumers’ attachment style on their reactions to brand failure.FindingsThis research establishes that consumers demonstrate different types of behaviors at the time of brand failure. Specifically, those with a promotion focus display less negative (revenge and brand avoidance) and more positive (trust and loyalty) behavior than those with a prevention focus. Furthermore, this research shows an interaction between consumers’ attachment style and regulatory focus. The impact of regulatory focus holds only for secure consumers; for fearful consumers, regulatory focus does not change their behavior.Research limitations/implicationsThe study reveals the impact of regulatory focus and attachment styles on consumer behavior at the time of brand failure. Future research might examine the impact of these factors over time, rather than only at the time of the incident.Practical implicationsMarketers should be aware of the impact of attachment style and regulatory focus after a brand failure. This knowledge will enable them to customize their communication tools to trigger their desired condition. This research also emphasizes the role of customer service at the time of crisis.Originality/valueThis research is the first to investigate the impact of regulatory focus and attachment style on consumers’ reactions to brand failure. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

Secure or fearful, who will be more resentful? Investigating the interaction between regulatory focus and attachment style

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References (62)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1061-0421
DOI
10.1108/jpbm-03-2018-1830
Publisher site
See Article on Publisher Site

Abstract

This study aims to examine the impact of consumers’ individual differences on their reactions to brand failure.Design/methodology/approachThree studies (one qualitative, one survey and one experiment) were conducted. Study 1 aimed to understand consumers’ thoughts at the time of brand failure. Studies 2 and 3 investigated the impact of regulatory focus and its interaction with consumers’ attachment style on their reactions to brand failure.FindingsThis research establishes that consumers demonstrate different types of behaviors at the time of brand failure. Specifically, those with a promotion focus display less negative (revenge and brand avoidance) and more positive (trust and loyalty) behavior than those with a prevention focus. Furthermore, this research shows an interaction between consumers’ attachment style and regulatory focus. The impact of regulatory focus holds only for secure consumers; for fearful consumers, regulatory focus does not change their behavior.Research limitations/implicationsThe study reveals the impact of regulatory focus and attachment styles on consumer behavior at the time of brand failure. Future research might examine the impact of these factors over time, rather than only at the time of the incident.Practical implicationsMarketers should be aware of the impact of attachment style and regulatory focus after a brand failure. This knowledge will enable them to customize their communication tools to trigger their desired condition. This research also emphasizes the role of customer service at the time of crisis.Originality/valueThis research is the first to investigate the impact of regulatory focus and attachment style on consumers’ reactions to brand failure.

Journal

Journal of Product & Brand Management – Emerald Publishing

Published: Sep 6, 2019

Keywords: Regulatory focus; Attachment styles

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