English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools annual

Global: Zendy Free Plan

Global: Zendy Tools monthly

Global: Zendy Plus monthly

Purpose – The purpose of this investigation was to examine the influence of mindsets on consumers’ reactions to a negative event involving a corporate brand. Design/methodology/approach – We conducted two studies, one qualitative and one quantitative. In study 1, participants were shown a picture of the incident with a caption and personal interviews were conducted with consumers of the category involved in the event, i.e. green chilies. In study 2, participants were shown the same picture as in study 1 and completed a set of questionnaires assessing mindsets, brand trust, and purchase intention. Findings – Study 1 showed the presence of a theme involving the stability versus malleability of brands, used to explain the decision to either trust and purchase the brand again or not. Study 2 showed a positive relationship between a growth mindset and brand trust. Similarly, brand trust was positively related to purchase intention. The latent class model showed that the two classes with higher levels of a growth mindset were more likely to trust the brand and purchase it after the negative event. Originality/value – To our knowledge, only one investigation has examined the role of mindsets in consumers’ reactions after a negative incident involving a corporate brand. Hence, this investigation tried to answer a recent call from several consumer behavior scholars for more research on mindsets.

That is disgusting! Should I trust you?: The role of mindsets in brand trust after a negative incident