“…Accordingly, when consumers are faced with extremely incongruent products, the lack of such meaning will be partly made up by affirming the dominant brand. In addition, meaning can be compensated by means of affirming ethical beliefs, such as a preference for environment-friendly (i.e., green) products ( Waheed et al, 2020 ; Awan et al, 2021 ; Jabeen et al, 2021 ; Stojčić, 2021 ; Kolling et al, 2022 ), assuming that buying these products is conducive to improve society and ease tensions arising from the violation of expectancies ( Qiu et al, 2020 ; Sadiq et al, 2021 ). Besides, people will affirm their cultural identity through ethnocentric consumption after experiencing a violation of expectancies ( Narang, 2016 ; Li and Katsumata, 2020 ).…”