Researchers study why negative brand news fails to deter some customers

The research team analysed survey responses from 189 consumers and found that trust increased purchase intentions while reducing perceived risk.  

Perceived risk is the likelihood that buying a product could lead to financial, safety or other problems. However, emotional attachment to the brand affects how these factors interact. 

In this case, greater trust reduced perceived risk and supported purchase decisions. Among consumers with a stronger brand attachment, emotional commitment led them to be less influenced by risk assessments. 

The emotional shielding effect 

The researchers describe this as an emotional shielding effect. The brand is so linked to the consumer’s identity that negative information about the brand carries less weight than for people whose emotional ties don’t shape their decision-making and who are more rational about their purchasing choices. 

Their findings are based on a cross-sectional survey, which means they reveal a statistical association rather than a direct cause and effect. The survey was associated with a particular vehicle brand and its customers. 

The work highlights a shift in marketing theory, the research team believes. As social media accelerates the spread of bad news about product failures, data breaches and corporate controversies, companies must not view their customer relationships as based on trust alone.  

Emotional attachment, the study suggests, can shape how consumers interpret negative information and whether they remain loyal. This could guide future marketing practice. 

You can find out more about the study, titled ‘When negative news fails to deter: the emotional shielding effect of brand attachment on perceived risk’, here.