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

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.



Citation:

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.

Authors

Dan King, University of Texas RGV
Sumitra Auschaitrakul, University of the Thai Chamber of Commerce, Thailand
Zachary Mendenhall, McGill University, Canada



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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