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.
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.
Tessa Garcia-Collart, Florida International University
Jessica Rixom, University of Nevada, Reno
NA - Advances in Consumer Research Volume 46 | 2018
P5. Can(Can’t) Control, thus Try to Save (Earn): The Joint Effect of Perceived Control and Financial Deprivation on Financial Decisions
Min Jung Kim, Manhattan College
H4. Anthropomorphism Moderates the Effect of Ownership on Self Perceptions
Qiang Zhou, University of Texas at San Antonio, USA
Dengfeng Yan, University of Texas at San Antonio, USA
Ioannis Evangelidis, Bocconi University, Italy
Stijn M. J. van Osselaer, Cornell University, USA