Steady Hand at the Wheel: How Perceived Movement Influences Consumer Responses to Brand Failures

Paratextual communication methods, such as the use of emojis and other visual messaging cues, offer firms a unique opportunity to repair relationships with consumers after brand failures. The current research demonstrates that visual messaging cues associated with lower perceived movement lead to greater brand loyalty relative to more dynamic cues in response to brand failure. Across five studies, we show that lower perceived movement in visual messaging cues leads to more favorable consumer outcomes (e.g., subsequent real choice behavior and brand loyalty intentions). This effect is mediated by brand trust. Furthermore, we examine theoretically and practically relevant boundary conditions. The findings presented offer theoretical contributions to research on visual communication cues in brand recovery contexts. Additionally, the current research provides managerially relevant insights for communication strategies during recovery.