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
The Trusted Influencer: How They Do It and How Brands Can Benefit
Gillian Brooks, Oxford University, UK
Mikolaj Piskorski, IMD
Changes in Environment Restore Self-Control
Nicole Mead, University of Melbourne, Australia
Jonathan Levav, Stanford University, USA
H11. Not for Me: Identity Needs and Consumer Interest in Different Types of Co-creation
Lagnajita Chatterjee, University of Illinois at Chicago, USA
David Gal, University of Illinois at Chicago, USA