Cognitive and Affective Factors Affecting Resistance to Negative Information: A Mixed‐Method Approach in the Clothing and Fashion Industry

ABSTRACT Fostering Resistance to Negative Information (RNI) among consumers is crucial, as such information can significantly damage a brand's reputation. A mixed‐method approach investigates the cognitive and affective attributes contributing to RNI, as well as the influence of consumers' personalities. Data from 700 consumers of clothing brands were analyzed using PLS‐SEM, grounded in the Cognitive‐Affective‐Conative (C‐A‐C) theory and the Big Five Personality Traits (BFPT) theory. The findings indicate that Brand Satisfaction (BS) positively influences RNI, but Brand Image (BI) does not. However, both BS and BI contribute to Brand Love (BL), enhancing consumers' RNI. Additionally, consumers' personalities were revealed to have a minimal impact on the connection between affective factors and RNI. By integrating two prominent theories into a unified framework, this study extends previous consumer behavior research and suggests that clothing companies should prioritize satisfying consumers rather than merely communicating distinctive brand associations. The findings also highlight the importance of fostering emotional attachment with consumers and understanding their personality traits, although the influence of personality traits is relatively limited.