Consumption cues (e.g., brands, money, and advertisements) can have powerful effects on cognition, perception, and behavior, yet how people regulate responses to such cues is not well understood. This is surprising given that consumption cues are increasingly present in nontraditional consumer...

This article extends theory around consumer-brand relationship quality by exploring conditions under which such relationships may be transformed into exceptionally negative dispositions toward once-coveted brands. Survey and experimental results indicate that the more self-relevant a...

Purpose Brand narratives are created to differentiate brands, and consumers base their assessments of a brand’s authenticity on this narrative. We propose that the default consumer position is to accept a brand’s narrative, and we find that consumers maintain belief in this narrative even...