Motives of the self and brand hate

Abstract

Purpose

Consumer–brand relationship literature has seen a recent surge of work on the concept of brand hate. Considering that hate is not easily acknowledged, it is challenging to uncover the psychological mechanisms that underpin its development. Using the concept of “self” as over-arching theory, this study aims to uncover consumers’ psychological triggers for hating a brand by providing contextualized perspectives from the informants.

Design/methodology/approach

The authors use an interpretive approach focused on exploring the role of self in explaining the development of brand hate. Data is collected through 25 in-depth interviews and inductively analysed using the NVivo 12.

Findings

The findings of the study align with the motivational perspective of hate discussed in psychology literature. Six psychological strategies (coping, moral consciousness, ego defense, self-esteem protection, power reinstatement, and self-concept strengthening) cater to three motives of the self (self-preservation, self-defense, and self-enhancement).

Originality/value

The current study uses an interdisciplinary approach and draws perspectives from psychology, sociology and interpersonal relationship theories to study consumer brand hate. It uncovers the subconscious mechanisms that lead to the germination of brand hate and provides answers to unexplained and missing pieces in the existing literature. In particular, it offers a detailed perspective on how self-related motives can explain the psychology of brand hate.

Citation

Sharma, I., Jain, K. and Behl, A. (2022), "Motives of the self and brand hate", Journal of Consumer Marketing, Vol. 39 No. 7, pp. 708-725. https://doi.org/10.1108/JCM-04-2021-4635