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.
Citation:
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.
Authors
Jonathan Hasford, University of Central Florida, USA
Aysu Senyuz, University of Central Florida, USA
Volume
NA - Advances in Consumer Research Volume 47 | 2019
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