Consumers response to news stories about misbehaving brands

What is it about?

The way a brand’s unethical behaviour is framed in the news can influence its consumers’ reactions, potentially inciting outrage and changing their relationship with the brand. Using two experiments with consumers of real retail and personal care brands we test the effects of moral intensity news framing of the brand's misbehaviour on their boycott intention.

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Why is it important?

We show that brand misbehaviour that is reported with high moral intensity may cause greater boycott intention among consumers. However, the intention to boycott the brand may be less likely when consumers have a strong, positive relationship with the misbehaving brand. We also find that this news framing mechanism works best for consumers who are low in moral awareness.