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.


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.


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


NA - Advances in Consumer Research Volume 45 | 2017

Share Proceeding

Featured papers

See More


The Re-Mediation of Consumer/Brand Relationships Through Voice Shopping: The Case of Amazon Echo

Johanna Franziska Gollnhofer, University of Southern Denmark, Denmark

Read More


When do people learn more from others’ prosocial behavior? A meta-analysis of prosocial modeling effect

Haesung Annie Jung, University of Texas at Austin, USA
Eunjoo Han, Auckland University of Technology, New Zealand
Eunjin Seo, Texas State University
Marlone Henderson, University of Texas at Austin, USA
Erika Patall, University of Southern California, USA

Read More


K9. Measuring Internet Slang Style in Advertisement: Scale Development and Validation

Shixiong Liu, Shenzhen University
Yi Wu, Tsinghua University
Wu Gong, Shenzhen University

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.