“Our” brand's failure leads to “their” product derogation
研究消费者在得知自己所属社会群体的品牌负面信息后，如何因社会认同受威胁而贬低外群体产品，且该效应仅当信息来自外群体时出现，群体肯定练习可缓解此效应。
Abstract 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.