营销科学学报 ›› 2013, Vol. 9 ›› Issue (4): 30-43.

• 论文 • 上一篇    下一篇

毁灭还是重生——多品牌危机中的替罪羊效应

张璇,张红霞   

  1. 张璇,北京大学光华管理学院市场营销系博士研究生,E-mail: zhangxuan1@gsm.pku.edu.cn。
    张红霞,北京大学光华管理学院市场营销系教授,博士生导师,通讯作者,E-mail: hxzhang@gsm.pku.edu.cn。
  • 出版日期:2013-12-01 发布日期:2014-04-28
  • 基金资助:

    基金项目:本研究受国家自然科学基金项目(71172031)资助,特此致谢。

When There’s a Scapegoat: A Research on Consumers’ Attitudes towards Multi-Brand Crisis

Zhang Xuan, Zhang Hongxia   

  1. Guanghua School of Management, Peking University
  • Online:2013-12-01 Published:2014-04-28

摘要:

本研究探讨多品牌产品伤害危机中的替罪羊效应。研究结果表明,当实质性危机发生时,替罪羊效应存在,即行业中的国内品牌由于替罪羊的存在而重获新生,重拾消费者对品牌的信任。本文从情感和认知两个层面探讨了替罪羊效应的原因,一方面,替罪羊将消费者的负面情绪集于一身;另一方面,消费者需要缓解认知失调。

关键词: 多品牌, 产品伤害危机, 替罪羊, 品牌信任

Abstract:

This research investigates the scapegoat effect in multi-brand product-harm crisis. Results show that, when severe crisis happens, there is a significant scapegoat effect. That is, domestic brands in the industry could have a rebirth due to the existence of a scapegoat brand. We then discuss both affective and cognitive cause of this effect. On one aspect, the scapegoat takes away consumers’ negative emotions from other brands. On the other aspect, consumers need to relieve their cognitive dissonance.

Key words: Multi-brand, Product-harm crisis, Scapegoat, Brand trust