A double-edged sword: the effect of brand self-regulatory messages on brand attitude in the U.S.

Abstract

This study investigated the effect of self-regulatory messages by brands held accountable for causing public health concerns. With a brand’s aim to enhance the brand's public image by countering the negative perception of its products, the question was raised whether an individual brand communicating self-regulatory messages would receive a positive brand attitude. Results revealed that the brand’s self-regulatory message was positively evaluated only when consumers favored a brand. Consumers who had a negative attitude toward the brand reacted negatively to the self-regulatory message by the brand. Consumers also exhibited adverse brand evaluations when unfavorable to a product category. Ulterior motives of the brand were more inferred when they viewed a self-regulatory message than a promotional message. Consumer pre-existing attitude toward a brand or a product moderated the causal relationships of a self-regulatory message, ulterior motives, counterarguments, and brand attitude. The study highlights that brand communication of self-regulatory messages may not yield positive responses, especially when targeting the general public as a socially responsible action. Brands should be selective in their target audience, focusing on those who already hold a favorable view of the brand, to mitigate the risk of negative responses.