Emotional Marketing: How Pride and Compassion Impact Preferences For Underdog and Top Dog Brands

Feelings of compassion and pride motivate different behaviors (Oveis, Horberg and Keltner 2010). In this paper, we show a preference for underdog brands (Paharia, Keinan, Avery and Schor 2011) when feeling compassion, while a preference for market leaders (“top dogs”) appears when feeling pride.



Citation:

Mark Staton, Neeru Paharia, and Christopher Oveis (2012) ,"Emotional Marketing: How Pride and Compassion Impact Preferences For Underdog and Top Dog Brands ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1045-1046.

Authors

Mark Staton, Western Washington University, USA
Neeru Paharia, Georgetown University, USA
Christopher Oveis, University of California San Diego, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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