Why brands should fear fearful consumers: How attachment style predicts retaliation

Abstract In two surveys of adult consumers, we find that attachment styles predict consumers' reactions after brand relationships end. Specifically, ‘fearful’ consumers—those high in both attachment anxiety and avoidance—are most likely to complain to third parties, to obsess about harming the brand, and to report seeking payback against brands. Two factors mediate the effect of attachment on reactions: threats to consumers' self‐image and the loss of benefits from their relationship. This is consistent with the explanation we propose: specifically, fearful individuals invest in and depend more on consumption relationships and, therefore, lose more when such relationships end.