Risk and the Rivalry Mindset: Promotions Involving Group Rivalries Increase Risky Consumption Behaviors

Marketing promotions sometimes feature rivalries unrelated to the brand (e.g., Ohio State vs. Michigan, Democrats vs. Republicans). Across four studies we provide evidence that rivalry promotions are particularly effective when a brand wants consumers to engage in a risky behavior, such as trying a risky product or sharing personal information.


John P. Costello, Rebecca Walker Reczek, and Robert Smith (2019) ,"Risk and the Rivalry Mindset: Promotions Involving Group Rivalries Increase Risky Consumption Behaviors", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 175-179.


John P. Costello, Ohio State University, USA
Rebecca Walker Reczek, Ohio State University, USA
Robert Smith, Ohio State University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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