Ideological Differences in Response to Brand Failure: The Moderating Role of Political Conservatism in Perceived Movement Cues

Abstract

Failures have a significant impact on brands’ bottom lines. This highlights the importance of understanding how to appropriately interact with consumers when a failure has occurred. The ways in which consumers interact with brands after experiencing a failure has changed to include messaging platforms such as social media and chatbots. Building on prior research that demonstrates the ability of low perceived movement messaging cues to aid in the context of brand failure, the current research examines consumer political ideology as a trait marketers should consider when developing responses to brand failure communications with consumers. In addition, brand stability is examined as the underlying mechanism. These findings offer actionable insight for tailoring visual messaging strategies across ideological segments after failures.