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

Question

Quizplus · Accepted Answer

When consumers have a strong relationship with a brand, they may feel like negative information about the brand reflects poorly on them and their decision-making abilities. This can lead to a diminished self-concept, as they may feel embarrassed or ashamed for having supported a brand that is now associated with negative information.

If the Relationship with the Brand Is Strong,accepting Negative Information