Asked by TEHREEM AHMED on Jun 24, 2024
Verified
When consumers seek revenge on a brand they once loved, what does this represent?
A) Motivated reasoning
B) Counterfactual thinking
C) The love becomes hate effect
D) Grudge-holding
Love Becomes Hate Effect
A phenomenon where intense passion or love for a brand turns into strong dislike due to disappointment or unmet expectations.
Grudge-holding
The persistent feeling of ill will or resentment resulting from a past insult or injury, which can impact consumer relations and brand reputation.
Motivated Reasoning
The concept that people's desires and preferences influence their decision-making process and judgments.
- Understand the impact of consumer perceptions and responses on a brand’s reputation during a crisis.
Verified Answer
YL
Yolanda LopezJun 30, 2024
Final Answer :
C
Explanation :
The "love becomes hate effect" describes the phenomenon where consumers who once loved a brand can develop strong negative feelings towards it, often in response to a perceived betrayal or disappointment. This emotional shift is specifically about the transition from love to hate in the context of brand relationships.
Learning Objectives
- Understand the impact of consumer perceptions and responses on a brand’s reputation during a crisis.