"既往不咎"还是"耿耿于怀":品牌违规效应及其心理机制OA

Brand transgression,a form of misconduct that violates consumer-brand relationships,rapidly attracts widespread consumer attention and sparks discussion in the new era where"everything is a medium."Existing literature categorizes brand transgressions based on a three-dimensional system comprising the transgression subject,method,and content.Grounded in a clarified definition and a review of this classification system,this paper elucidates the theoretical foundations for the effect of brand transgression from two levels—individual and social psychology—and through two pathways—mediating mechanisms and boundary conditions.It specifically examines how different types of brand transgressions influence consumer attitudes,along with the underlying psychological mechanisms and moderating factors.Future research should focus on three themes:1)the effects of brand transgressions in scenarios induced by AI technology,2)cross-cultural differences in how Eastern and Western consumers respond to various transgression types,and 3)the impact of specific brand transgressions on evaluations of associated brands.The paper also proposes strategic recommendations for corporate responses,such as adopting communication strategies based on cognitive and emotional empathy,formulating appropriate remedial measures,and adjusting public opinion guidance approaches.