Saying no to the glow: When consumers avoid arrogant brands

Nira Munichor; Yael Steinhart

doi:10.1016/j.jcps.2015.05.004

Saying no to the glow: When consumers avoid arrogant brands

Nira Munichor, Yael Steinhart

Research output: Contribution to journal › Article › peer-review

25 Scopus citations

Abstract

Arrogant brands have a multifaceted influence on consumers: Although consumers appreciate arrogant brands as reflecting high status and quality, arrogance can also make consumers feel inferior. Consumers whose self is a priori threatened may consequently "say no to the glow" and avoid arrogant brands. Results from six experiments using fictitious or actual arrogant brands show that when consumers experience prior self-threat, they may avoid brands that convey arrogance in favor of a competing, less-arrogant alternative. Such avoidance helps self-threatened consumers restore their self-perceptions and feel better about themselves.

Original language	English
Pages (from-to)	179-192
Number of pages	14
Journal	Journal of Consumer Psychology
Volume	26
Issue number	2
DOIs	https://doi.org/10.1016/j.jcps.2015.05.004
State	Published - 1 Apr 2016
Externally published	Yes

Bibliographical note

Publisher Copyright:
© 2015 Society for Consumer Psychology.

Funding

The authors thank Simona Botti, Rashmi Adaval, Derek Rucker, and the JCP review team for their helpful comments, suggestions, and insights. The authors also thank Efrat Feldmann and Yael Ecker for their help in the data collection process. Finally, the authors gratefully acknowledge the financial support from the Henry Crown Institute of Business Research at Tel Aviv University.

Funders	Funder number
Henry Crown Institute of Business Research
Tel Aviv University

Keywords

Arrogance
Brands
Communications
Image
Self-threat

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10.1016/j.jcps.2015.05.004

Cite this

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Saying no to the glow: When consumers avoid arrogant brands

Abstract

Bibliographical note

Funding

Keywords

Access to Document

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