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  • Journal of Consumer Psychology

Brand (In)fidelity: When Flirting with the Competition Strengthens Brand Relationships

By: Irene Consiglio, Daniella Kupor, Francesca Gino and Michael I. Norton
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Abstract

We document the existence and consequences of brand flirting: a short-lived experience in which a consumer engages with and/or indulges in the alluring qualities of a brand without committing to it. We propose that brand flirting is exciting and that when consumers flirt with a brand other than their typically preferred brand in the same product category, they can transfer this excitement to their preferred brand—resulting in even greater love and desire for it. Consistent with this conceptual account, we demonstrate that this brand flirting effect is mediated by excitement. Moreover, the brand flirting effect is most likely to emerge under conditions that facilitate arousal transfer: when consumers are highly committed to their preferred brand as well as when the brand with which consumers flirt is similar to their preferred brand.

Keywords

Consumer Behavior; Brands and Branding; Emotions

Citation

Consiglio, Irene, Daniella Kupor, Francesca Gino, and Michael I. Norton. "Brand (In)fidelity: When Flirting with the Competition Strengthens Brand Relationships." Journal of Consumer Psychology 28, no. 1 (January 2018): 5–22.
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About The Authors

Francesca Gino

Negotiation, Organizations & Markets
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Michael I. Norton

Negotiation, Organizations & Markets
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More from the Authors
  • Mellody Hobson at Ariel Investments By: Lakshmi Ramarajan and Francesca Gino
  • Ed Catmull: Lessons from Leading Pixar Animation Studios By: Francesca Gino, Linda Hill, Gary Pisano and Ruth Page
  • 'Just Letting You Know…': Underestimating Others' Desire for Constructive Feedback By: Nicole Abi-Esber, Jennifer E. Abel, Juliana Schroeder and Francesca Gino
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