Consumers React Strongly to Brand Inauthenticity, Study Finds

A recent study by marketing professors at George Mason University reveals that consumers experience profound emotional reactions when they perceive a brand as inauthentic. The research, conducted by Jessica Hoppner and Russell Abratt, explores the nuanced responses that arise when a brand deviates from its perceived core values or consumer expectations.

In their paper published in the Journal of Product & Brand Management, the researchers delve into how these feelings of betrayal mirror human relationships. They gathered insights from 218 participants through Amazon’s Mechanical Turk platform, asking them to recount personal experiences with brand inauthenticity. The study found that consumers identified a staggering 156 different brands, with only 25.2% appearing on Interbrand’s Top 100 Best Global Brands List.

Hoppner notes that this phenomenon is not limited to well-known consumer products, highlighting its widespread relevance across various sectors. Participants described their experiences with inauthentic brands in terms akin to personal betrayal, leading to emotional responses that included anger, anxiety, and disappointment. Each of these emotions prompted distinct consumer behaviors.

Anger often manifested as a “hot emotion,” prompting consumers to retaliate against brands they deemed inauthentic. Actions included lodging complaints or withdrawing loyalty. On the other hand, anxiety provoked a more introspective response, with consumers seeking clarity about the brand’s actions. Hoppner explains, “Anxiety is very ambiguous; when we’re anxious, it’s often because we don’t really know what happened.”

Interestingly, the study indicates that anxiety can strengthen loyalty. Consumers grappling with uncertainty may engage more deeply with the brand, searching for resolutions to their concerns. Conversely, disappointment often led consumers to disengage, prioritizing self-protection over seeking closure or redress.

Given the varied emotional responses, the researchers advise brand managers against implementing generic responses to perceived inauthenticity. Addressing feelings of anger, anxiety, and disappointment requires a nuanced approach. They suggest that brands should prioritize listening to consumer feedback and understanding the underlying emotional contexts before attempting to rectify the situation.

The study emphasizes the importance of authenticity in brand management. Abratt highlights the necessity for brands to communicate their identity clearly, stating, “Brands have to talk about their identity.” He encourages organizations to ensure employees understand the brand’s core values and to foster open communication with consumers.

The findings underscore a critical insight for businesses: understanding consumer relationships with brands is essential. As brands navigate the complex landscape of consumer expectations, the proactive reshaping of these relationships can help mitigate perceptions of inauthenticity.

This research sheds light on the emotional and behavioral consequences of brand inauthenticity, providing valuable guidance for businesses aiming to maintain consumer trust and loyalty in an increasingly competitive market. The implications of these findings extend beyond marketing strategies, influencing how brands engage with their audiences in a meaningful and authentic manner.

For more detailed insights, refer to the study by Jessica Hoppner et al. in the Journal of Product & Brand Management, published on November 12, 2025.