Brand (in)fidelity: When Flirting with the Competition Strengthens Brand Relationships
研究发现消费者与竞争品牌短暂互动（品牌调情）产生的兴奋感会转移到其偏好的品牌上，增强对该品牌的喜爱和渴望，尤其当消费者忠诚度高且竞争品牌相似时。
We document the existence and consequences of brand flirting: a short‐lived experience in which a consumer engages with and/or indulges in the alluring qualities of a brand without committing to it. We propose that brand flirting is exciting, and that when consumers flirt with a brand other than their typically preferred brand in the same product category, they can transfer this excitement to their preferred brand—resulting in even greater love and desire for it. Consistent with this conceptual account, we demonstrate that this brand flirting effect is mediated by excitement. Moreover, the brand flirting effect is most likely to emerge under conditions that facilitate arousal transfer: when consumers are highly committed to their preferred brand, and when the brand with which consumers flirt is similar to their preferred brand.