Time will tell: managing post-purchase changes in brand attitude

In this research, four longitudinal studies investigate changes in post-purchase brand attitude. Following predictions based on adaptation theory, Studies 1a & 1b reveal that brand attitude declines over time after purchase. This research further identifies moderators that counteract post-purchase brand attitude decline. In the first two studies, long-term (versus short-term) temporal orientation is associated with relatively more positive post-purchase brand attitudes. In Studies 2 and 3, brand singularization exerts a similar effect. These studies also point to an important congruence effect such that brand attitude change is relatively more positive when consumers’ long-term (short-term) time orientations are concordant with affiliative (autonomous) brand singularization. The positive congruency effect is mediated by self–brand connections. Overall, our study results advance theoretical and applied understanding of the understudied area of post-purchase brand attitude management.