{"id":147550,"date":"2025-08-25T13:23:49","date_gmt":"2025-08-25T18:23:49","guid":{"rendered":"https:\/\/uwm.edu\/news\/?p=147550"},"modified":"2025-09-02T09:44:10","modified_gmt":"2025-09-02T14:44:10","slug":"bunch-of-jerks-research-shows-how-brands-can-benefit-from-reclaiming-insults","status":"publish","type":"post","link":"https:\/\/uwm.edu\/news\/bunch-of-jerks-research-shows-how-brands-can-benefit-from-reclaiming-insults\/","title":{"rendered":"\u2018Bunch of jerks\u2019: Research shows how brands can benefit from reclaiming insults"},"content":{"rendered":"

When the Carolina Hurricanes were called \u201ca bunch of jerks\u201d for their on-ice celebrations, the hockey team didn\u2019t take offense. They printed the phrase on T-shirts and embraced the insult \u2014 and saw a surge in support. The phrase became the team\u2019s rallying cry, and the shirt became the bestselling merch in the franchise\u2019s history.<\/p>\n

That moment sparked the curiosity of Katherine Du, assistant professor of marketing at the University of Wisconsin-Milwaukee\u2019s Lubar College of Business.<\/p>\n

\u201cWhat really fascinated me was how the insult, which was meant to shame, ended up fueling pride and even loyalty among fans,\u201d Du says. \u201cThat led me to wonder \u2014 can reappropriating insults actually help brands?\u201d<\/p>\n

Her answer? Yes \u2014 sometimes.<\/p>\n

In new research published in the Journal of Consumer Psychology<\/a>, Du and co-authors Lingrui Zhou (University of Hong Kong) and Keisha Cutright (Duke University) found that when done thoughtfully, brands that reclaim insults can actually strengthen their image, increase customer engagement, and even boost brand choice.<\/p>\n

‘Satanic activity’<\/h2>\n

For example, Hillary Clinton\u2019s supporters famously reclaimed the term \u201cnasty woman\u201d as a badge of feminist pride. LeBron James responded to being told to \u201cshut up and dribble\u201d by trademarking the phrase and using it to spotlight athletes\u2019 voices beyond sports. A small restaurant in North Carolina even embraced a bizarre online review that claimed \u201csatanic activity\u201d was happening there by putting the insult on a T-shirt \u2014 turning mockery into viral merchandise.<\/p>\n

\"\"
Katherine Du<\/figcaption><\/figure>\n

Du\u2019s study shows that these examples aren\u2019t just quirky PR stunts. While reappropriating an insult is not the usual response \u2014 most often, brands ignore or rebut criticism, or even apologize in some cases \u2014 it may actually reflect deeper psychological dynamics.<\/p>\n

\u201cWhen a brand reclaims a negative label, it signals confidence and humor, which sparks interest in and connection with the brand,\u201d Du says. \u201cA brand that is willing to apply an insult to itself is presumed to be light-hearted and assured in what they have to offer consumers. But it has to be done in the right context and in the right way.\u201d<\/p>\n

The research involved multiple experiments with thousands of participants. The findings show that reappropriating insults can work particularly well when the insult is somewhat absurd but not deeply problematic (think \u201cjerks\u201d or \u201cweirdos\u201d).<\/p>\n

Context matters<\/h2>\n

But she also cautions that reappropriation can backfire when it is insensitive or ignores real issues, like when a brand legitimately fails consumers or engages in morally questionable actions.<\/p>\n

\u201cContext really matters,\u201d she says. \u201cThe risk is real, but so is the reward. Surprisingly, we have studies showing that reappropriation can work in several business contexts and for many types of businesses.\u201d<\/p>\n

Du\u2019s work offers a valuable playbook for marketers looking to stand out in a crowded media landscape. It also provides insights for consumers curious about why some branding moves resonate more than others.<\/p>\n

\u201cIn today\u2019s world, we\u2019re constantly navigating labels and judgments,\u201d says Du. \u201cThis research shows that sometimes, owning an insult and turning it into something positive can be a powerful way to connect with people.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Companies usually ignore or try to refute criticism. 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