Saying No to the Glow: Why Consumers Resist Arrogant Brands
In five studies, we demonstrate that when consumers experience a self-threat, they may avoid brands that convey arrogance in favor of a competing, non-arrogant alternative. Such avoidance, in turn, has positive implications for vulnerable consumers, as it helps them to restore their self-worth and feel better about themselves.
Nira Munichor and Yael Steinhart (2015) ,"Saying No to the Glow: Why Consumers Resist Arrogant Brands ", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 206-207.
Nira Munichor, The Hebrew University of Jerusalem, Israel
Yael Steinhart, Tel-Aviv University, Israel
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
R14. Are Lonely Consumers Loyal Consumers? Loneliness Breadth and Depth
Eunyoung Jang, Oklahoma State University, USA
Zachary Arens, Oklahoma State University, USA
Deprivation of Control and the Phonetic Appeal of Brand Names
Jamel Khenfer, Zayed University
Caroline Cuny, Grenoble Ecole de Management
‘Family Tech-Support’: Consequences for Family Assemblages and Non-Purchase Decision Technology Adoption
Pao Franco, University of Melbourne, Australia