This article posits that consumers develop psychological contracts with brands. Essentially, a psychological contract is defined as a perceived agreement with a brand, whether or not the company has confirmed it (Conway & Briner, 2005). The article further suggests that if there has been a brand transgression, the degree of fall-out between committed consumers and brands is highly predicated on whether the transgression is perceived to be within or outwith the consumer’s psychological contract, where more negative reactions result from transgressions on aspects inside the contract .