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.

Authors

Tessa Garcia-Collart, Florida International University
Jessica Rixom, University of Nevada, Reno



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

The Ritualistic Dimension of Microlending

Domen Bajde, University of Southern Denmark, Denmark
Pilar Silveira Rojas Gaviria, Pontificia Universidad Católica de Chile

Read More

Featured

How the Unconstructed Identity Relieves Consumers of Identity-Relevant Consumption

Tracy Rank-Christman, University of Wisconsin - Milwaukee, USA
Lauren Poupis, Iona College

Read More

Featured

The Ex-Money Effect: When and Why People Feel Connected to Outcomes that Involve Money They Previously Had

Charis Li, University of Florida, USA
Yanping Tu, University of Florida, USA

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.