“Our” brand's failure leads to “their” product derogation

Boyoun (Grace) Chae, Darren W. Dahl, Rui (Juliet) Zhu

Research output: Journal article publicationJournal articleAcademic researchpeer-review

9 Citations (Scopus)


This research examines when and how consumers' product attitudes and their subsequent word-of-mouth behaviors are impacted by negative information about a brand that is associated with their social group. We find that negative information about an in-group brand threatens the in-group members' social identity, which in turn results in derogation of the threatening out-group's product. Importantly, we identify that the communication source of the negative information determines whether a threat to social identity will be realized. The out-group product derogation effect is observed only when the communication of the negative information comes from an out-group (vs. in-group) source. Finally, we provide evidence for our proposed mechanism by showing that a group affirmation exercise mitigates the out-group product derogation effect we have identified.

Original languageEnglish
Pages (from-to)466-472
Number of pages7
JournalJournal of Consumer Psychology
Issue number4
Publication statusPublished - Oct 2017
Externally publishedYes


  • Affirmation
  • Brand failure
  • Country of origin
  • Out-group derogation
  • Social identity

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing


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