B9. the Power of Self-Effacing Brand Messages: Building Trust and Increasing Brand Attitudes

Self-enhancing messages convey information in a boastful and arrogant manner, while self-effacing messages do so in a more modest and humble way. We propose that compared to self-enhancing, self-effacing marketing appeals will increase consumers’ brand attitudes by lowering consumer skepticism and increasing brand trust.

Citation:

Tessa Garcia-Collart and Jessica Rixom (2018) ,"B9. the Power of Self-Effacing Brand Messages: Building Trust and Increasing Brand Attitudes", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 906-906.