Back to Order: How to Preserve Future Brand Purchase Intentions When Things Go Wrong?


  • Khenfer Jamel


  • Goal failure
  • Product failure
  • Service failure
  • Brand failure
  • Order
  • Control

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A passenger who misses an appointment because of unexpected delays on train services. An online shopper unable to wear the outfit s/he ordered for a long-awaited date because it doesn’t fit. Anecdotal observations of consumers unable to carry their goals because of uncontrollable events raise the question of their persistence to purchase the brand involved in such goal failures. This research emphasizes the moderating role of beliefs that the world is an ordered and non-random place on future brand purchase intentions in the face of goal failure.

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