Research pick: Brand attachment blunts consumer risk perception - "When negative news fails to deter: the emotional shielding effect of brand attachment on perceived risk"

Strong emotional attachment to a brand may help explain why some consumers remain loyal even in the wake of negative publicity, according to research in the International Journal of Business and Emerging Markets.

The team analysed survey responses from 189 consumers and found that trust increased purchase intentions while reducing perceived risk. Perceived risk is the likelihood that buying a product could lead to financial, safety or other problems. However, emotional attachment to the brand affects how these factors interact. Those consumers with a weaker attachment tended to follow a conventional pattern. In this case, greater trust reduced perceived risk and supported purchase decisions. Among consumers with a stronger brand attachment, their emotional commitment led them to be less influenced by risk assessments.

The researchers describe this as an emotional shielding effect. The brand is so linked to the consumer’s identity that negative information about the brand carries less weight than for those people where the emotional ties don’t shape their decision-making and they are more rational about their purchasing choices.

The findings are based on a cross-sectional survey, which means they reveal a statistical association rather than a direct cause and effect. The survey was associated with a particular vehicle brand and its customers in China.

The work highlights a shift in marketing theory. As social media accelerates the spread of bad news of product failures, data breaches, and corporate controversies, companies must not view their customer relationships as being based on more than trust alone. Emotional attachment, the study suggests, can shape how consumers interpret negative information and whether they remain loyal. This could guide marketing practice.

Xue, X., Zhang, Y. and Zhang, Q. (2026) ‘When negative news fails to deter: the emotional shielding effect of brand attachment on perceived risk’, Int. J. Business and Emerging Markets, Vol. 18, No. 8, pp. 1–29.

News media may use this press release as source material, in whole or in part, provided the content is not materially misrepresented. A link back to the original article is appreciated.