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