5-U: When Do People Make Affectively Negative Self-Presentation?

Dan King, University of Texas RGV
Sumitra Auschaitrakul, University of the Thai Chamber of Commerce, Thailand
Zachary Mendenhall, McGill University, Canada
Our research identifies conditions under which consumers prefer negative branding –imagery and words that elicit negative emotional responses. We argue that this phenomenon is underpinned by a reflexive brain process we share with mammals called “dominance signaling” –a response that emerges when humans compete with intrasexual rivals for mating opportunities.
[ to cite ]:
Dan King, Sumitra Auschaitrakul, and Zachary Mendenhall (2017) ,"5-U: When Do People Make Affectively Negative Self-Presentation?", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1039-1039.