The Marketing Architects Nerd Alert: The Psychology of Brand Breakups
Jun 19, 2025
09:29
Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.
In this episode, Elena and Rob explore how brand betrayal triggers actual psychological pain and revenge-seeking behavior, making betrayed customers far more dangerous than merely dissatisfied ones.
Topics covered:
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
Reimann, M., MacInnis, D. J., Folkes, V. S., Uhalde, A., & Pol, G. (2018). Insights into the experience of brand betrayal: From what people say and what the brain reveals. Journal of the Association for Consumer Research, 3(2), 240–254. https://doi.org/10.1086/697077
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
In this episode, Elena and Rob explore how brand betrayal triggers actual psychological pain and revenge-seeking behavior, making betrayed customers far more dangerous than merely dissatisfied ones.
Topics covered:
- [01:00] "Insights into the Experience of Brand Betrayal: From What People Say and What The Brain Reveals"
- [02:00] When brands don't disappoint but actually betray
- [03:00] Brand betrayal creates deep psychological loss
- [05:00] Brain scans reveal betrayal activates pain centers
- [07:00] How Domino's recovered from brand betrayal
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
Reimann, M., MacInnis, D. J., Folkes, V. S., Uhalde, A., & Pol, G. (2018). Insights into the experience of brand betrayal: From what people say and what the brain reveals. Journal of the Association for Consumer Research, 3(2), 240–254. https://doi.org/10.1086/697077
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.