Consumer Psychology: the Effect of in-Group Brand Failure Leads out-Group Product Derogation

EasyChair Preprint 7417

Abstract

This study is all about the combination of “when” and “how”, the consumers attitude towards product and their word-of-mouth behaviour, besides the impact of negative information about a brand which is related with the social group. We identified that, when there is a negative information about a in group brand it effects the group members social identity and it leads to derogation of out group product. To be note, communication of a negative information make-up one’s mind and gives warning to social identify. On the other hand, out group product derogation effect is observed only when the negative information comes from the out group sources. Finally, we concluded with proposed process by providing group statement of out group product derogation which we have found.

Keyphrases: Brand Failure, Social identify, out group derogation

@booklet{EasyChair:7417,
  author    = {Durgha Devi Loganathan},
  title     = {Consumer Psychology: the Effect of in-Group Brand Failure Leads out-Group Product Derogation},
  howpublished = {EasyChair Preprint 7417},
  year      = {EasyChair, 2022}}