If a consumer's relationship with a brand is strong, accepting negative information diminishes the consumer's self-concept.

Question

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When a consumer has a strong relationship with a brand, their self-concept is closely tied to their association with the brand. Accepting negative information about the brand can cause the consumer to feel as though their judgment or decision-making skills were flawed, which can be damaging to their self-concept.

If a Consumer's Relationship with a Brand Is Strong, Accepting