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This research explores how consumers react in a crisis situation that happens to a brand with which they disidentify. Consumer–brand disidentification (CBD) is a state of self‐categorization regarding the separation from and rejection of a brand. It predestines individuals to move away from and go against the misbehaving company because the failure of the object of disidentification provides a perfect opportunity for them to validate their identity. We argue that disidentification is closely related not only to a person's propensity to behave but also to feel in a specific way. Surveys data were collected in the United States and Germany to answer the research question regarding the role of emotions in the relationship between CBD and consumers' intention to demonstrate brand‐opposition behavior. Volkswagen, which experienced a crisis related to its manipulation of emission tests, served as the brand stimulus. The results show that CBD can stimulate hostile emotions and schadenfreude, which can function as mediators of the influence of disidentification on brand opposition (negative word‐of‐mouth, brand avoidance, punishing the brand). This research contributes to the growing body of research on the "dark side" of consumer‐brand relationships and its perils for brands. It also enhances understanding of the role of emotions in (dis)identification and social identity research and widens the scholarship on emotions in crises. Managerial implications include to thoroughly consider trade‐offs of creating a strong and unique brand that may give rise to disidentification; monitoring negative voices, especially online; and differentiating disidentified consumers from other types of opposing stakeholders. [ABSTRACT FROM AUTHOR]

Negative publicity has the potential to create negative corporate associations. However, consumers' identification with a company might moderate the extent of this effect. This article examines the impact of consumer-company identification on reactions to variable levels of negative publicity about a company. Exposing consumers who had strong identification with a company to moderately negative publicity was found to result in less negative corporate associations than for consumers who had relatively weak identification. In contrast, consumers' levels of identification did not affect reactions to extremely negative information, resulting in equally negative corporate associations for those with strong versus weak consumer-company identification. Thus, strong identification mitigates the effects of moderately negative publicity but does not attenuate the effects of extremely negative publicity. Consumers' perceptions of and thoughts regarding negative information about a company partially mediated the effect of identification on attitudes and behavioral intentions. [ABSTRACT FROM AUTHOR]

The processes that mediate the effectiveness of 2-sided advertising were studied. We predicted that (a) 2-sided (vs. 1-sided) advertisements increase perceived source credibility and that (b) the logical relation between the negative and positive product attributes mentioned in the 2-sided ad (e.g., little space, implying a cozy atmosphere) facilitates favorable inferences about the positive attributes, especially when recipients have sufficient time to process the message content. Results supported these predictions. However, the effects of message type and processing time on attitudes were mediated by inferences about positive attributes but not by perceived source credibility. Implications of these findings for consumer judgment and decision making are discussed. [ABSTRACT FROM AUTHOR]