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



Share Proceeding

Featured papers

See More

Featured

Always Trust in Your Friends? Cross-cultural Effects of Review Source and Incentives on Trustworthiness

Dionysius Ang, Leeds University Business School

Read More

Featured

G10. The Effects of self-construal on evaluations of brand logo colors

Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Georgia Tech, USA

Read More

Featured

The Subjective Value of Popularity: A Neural Account of Socially Informed Functional Value and Social Value

Robert Goedegebure, Wageningen University, The Netherlands
Irene Tijssen, Wageningen University, The Netherlands
Nynke van der Laan, University of Amsterdam
Hans van Trijp, Wageningen University, The Netherlands

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.