Saying no to the glow: When consumers avoid arrogant brands

Nira Munichor, Yael Steinhart

Research output: Contribution to journalArticlepeer-review

24 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 languageEnglish
Pages (from-to)179-192
Number of pages14
JournalJournal of Consumer Psychology
Volume26
Issue number2
DOIs
StatePublished - 1 Apr 2016
Externally publishedYes

Bibliographical note

Publisher Copyright:
© 2015 Society for Consumer Psychology.

Keywords

  • Arrogance
  • Brands
  • Communications
  • Image
  • Self-threat

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