The Upside of Immorality: the Signal Value of Offensive Producer Behavior
Though ample research documents the harmful consequences of morally offensive producer behavior, we propose that it can enhance judgments of producers’ creative output. Four studies demonstrate that a willingness to offend signals authentic producer motives for creative expression and an indifference to audiences, improving consumers’ evaluations of their work.
Amit Bhattacharjee, Jonathan Zev Berman, and Gizem Yalcin (2018) ,"The Upside of Immorality: the Signal Value of Offensive Producer Behavior", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 57-62.
Amit Bhattacharjee, Erasmus University Rotterdam, The Netherlands
Jonathan Zev Berman, London Business School, UK
Gizem Yalcin, Erasmus University Rotterdam, The Netherlands
NA - Advances in Consumer Research Volume 46 | 2018
F12. Matching Green Advertising Strategies and Brand Positioning to Improve Brand Evaluation
Danielle Mantovani, Federal University of Paraná
Victoria Vilasanti, Federal University of Paraná
Marcelo Vinhal Nepomuceno, HEC Montreal, Canada
Cecilia Souto Maior, Federal University of Paraná
Identity Threats, Compensatory Consumption and Working Memory Capacity: When and Why Feeling Threatened Leads to Heightened Evaluations of Identity-Relevant Products
B2. The Prevention Oriented Chameleon: Mimicry in a Prevention Orientation Leads to More Brand Trust
Judith Willberger, Technical University of Munich
Gavan Fitzsimons, Duke University, USA