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 MoreFeatured
Paying to Purchase a Conversation Topic
Hillary Wiener, University at Albany
Joshua Wiener, Oklahoma State University, USA
Featured
E9. “Power Distance, Social Aspiration, and Fair Trade Products” – the Interaction Effect of Power Distance Belief and Status Motivation on Fair Trade Product Consumption
Sunghee Jun, Seoul National University
Libby Youngjin Chun, Seoul National University
Kiwan Park, Seoul National University, USA
Featured
Marketing’s Ethical Blind Spot: The Problem with Catering to Customer Preferences
Suneal Bedi, University of Pennsylvania, USA
Sonu Bedi, Dartmouth College, USA