Making Me Feel Bad Will Make You Pay: Defensive Responses to Self-Threat Based Marketing Communications

Pingping Qiu, Monash University, Australia
Fang Wan, University of Manitoba, Canada
Amitava Chattopadhyay, INSEAD, Singapore
The idea that consumers seek for products to restore their self-worth when self-views are cast into doubt encourages the marketers to use self-threatening messages to persuade consumers to buy. However, we argue that self-threatening appeals may backfire among high self-esteem consumers, since they are susceptible to cues signaling their self-deficiency.
[ to cite ]:
Pingping Qiu, Fang Wan, and Amitava Chattopadhyay (2013) ,"Making Me Feel Bad Will Make You Pay: Defensive Responses to Self-Threat Based Marketing Communications ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.