Retraction: Connections to Brands that Help Others versus Help the Self: The Impact of Incidental Awe and Pride on Consumer Relationships with Social-Benefit and Luxury Brands (Journal of the Association for Consumer Research, 2018 3(2), 202-215)

The authors hereby retract the article “Connections to Brands that Help Others versus Help the Self: The Impact of Incidental Awe and Pride on Consumer Relationships with Social-Benefit and Luxury Brands,” published in the April 2018 issue (vol. 3 [2], 202–215) of the Journal of the Association for Consumer Research. After reviewing, the first, third, and fourth authors noticed irregularities in the raw data, which were collected under the supervision of and analyzed solely by the second author. The first, third, and fourth authors state that they had no prior knowledge of these irregularities. Unfortunately, the anomalies in the raw data cannot be sufficiently explained, nor corrected. As such, the results drawn from these data can no longer be considered reliable. We regretfully retract this article. The first, third, and fourth authors apologize for any problems that the publication of this article may have caused.