When your favorites disappoint: Self-construal influences response to disappointing brand experiences

This research examined the effect of self-construal (independent vs. interdependent) on people’s responses to disappointing brand experiences. We propose that following a disappointing brand experience, independents are more likely than interdependents to express intentions for negative behavior. This effect is due to differences in the importance ascribed to various goals: independents are focused on their own personal goals and expectations,...