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.
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.
Mark Staton, Western Washington University, USA
Neeru Paharia, Georgetown University, USA
Christopher Oveis, University of California San Diego, USA
NA - Advances in Consumer Research Volume 40 | 2012
My Money is Yours, but My Time is Still Mine: Inseparability of Consumption from the Self Increases Control and Giving
John P. Costello, Ohio State University, USA
Selin A. Malkoc, Ohio State University, USA
When do More Options Produce Worse Choice?
Shannon Duncan, Columbia University, USA
Ulf Bockenholt, Northwestern University, USA
Eric J Johnson, Columbia University, USA
How Awe Might Be Awesome: The Role of Awe in Consumers’ Food Consumption and Perceptions of Misshapen Produce
Begum Oz, University of Massachusetts, USA
Elizabeth Miller, University of Massachusetts, USA