The Allure of Arrogance: When Arrogance in Persuasive Communication Enhances Consumer Attitudes
Across seven studies, authors demonstrate that individuals with relationship formation motive have more favorable attitudes and higher purchase intentions towards brands that emphasize arrogance in their marketing messages. This effect emerges from an enhanced acceptability of self-promotion during relationship formation that is not observed when relationship motives are not salient.
Jonathan Hasford and Aysu Senyuz (2019) ,"The Allure of Arrogance: When Arrogance in Persuasive Communication Enhances Consumer Attitudes", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 621-622.
Jonathan Hasford, University of Central Florida, USA
Aysu Senyuz, University of Central Florida, USA
NA - Advances in Consumer Research Volume 47 | 2019
Beyond Subjectivity: Competing Governance Regimes and the Socio-Material Construction of Rational Consumer Action
Lena Pellandini-Simanyi, Università della Svizzera Italiana
Stacy Wood, North Carolina State University
When Waste Costs: The Influence of Price on Consumers’ Perceived Waste and Purchase Intention of an Excessive Amount of Product
Tao Tao, Hong Kong Baptist University
Robert Wyer Jr., University of Cincinnati, USA