心理科学进展2026，Vol.34Issue(1)：175-190,16.DOI:10.3724/SP.J.1042.2026.0175
"既往不咎"还是"耿耿于怀":品牌违规效应及其心理机制
"Letting bygones be bygones"or"holding bygones":The effect of brand transgression and its psychological mechanisms
摘要
Abstract
Brand transgression,a form of misconduct that violates consumer-brand relationships,rapidly attracts widespread consumer attention and sparks discussion in the new era where"everything is a medium."Existing literature categorizes brand transgressions based on a three-dimensional system comprising the transgression subject,method,and content.Grounded in a clarified definition and a review of this classification system,this paper elucidates the theoretical foundations for the effect of brand transgression from two levels—individual and social psychology—and through two pathways—mediating mechanisms and boundary conditions.It specifically examines how different types of brand transgressions influence consumer attitudes,along with the underlying psychological mechanisms and moderating factors.Future research should focus on three themes:1)the effects of brand transgressions in scenarios induced by AI technology,2)cross-cultural differences in how Eastern and Western consumers respond to various transgression types,and 3)the impact of specific brand transgressions on evaluations of associated brands.The paper also proposes strategic recommendations for corporate responses,such as adopting communication strategies based on cognitive and emotional empathy,formulating appropriate remedial measures,and adjusting public opinion guidance approaches.关键词
品牌违规/类型特征/消费者态度/心理机制Key words
brand transgression/typology/consumer attitude/psychological mechanism分类
社会科学引用本文复制引用
肖婷文,谌飞龙,关碧瑜.."既往不咎"还是"耿耿于怀":品牌违规效应及其心理机制[J].心理科学进展,2026,34(1):175-190,16.基金项目
国家社会科学基金项目(24BGL121) （24BGL121）
江西省职业早期青年科技人才项目(20252BEJ730103) （20252BEJ730103）
广东省社会科学研究基地--广东科技学院粤港澳大湾区数字经济管理与创新研究基地(202305) （202305）
广东省决策咨询基地--广东科技学院供应链数字化创新研究中心(202408) （202408）
广东科技学院科研重点项目(GKY-2024KYZDW-7). （GKY-2024KYZDW-7）
