Why do consumers subvert brands? investigating the influence of subjective well‐being on brand avoidance

Negative consumer–brand interactions often result in consumer subversion, in which consumers actively reject or avoid brands. To date, the role of positive emotional states, such as subjective well‐being, in brand avoidance remains a crucial oversight in the literature seeking to address consumer subversion. In this study, comprising three studies, we examine why and when subjective well‐being influences brand avoidance. Drawing on self‐control...