Brand Status and Emotional Expression
We find that higher status brands use lower levels of emotional expression in social media (Studies 1-2). Brands employing greater emotional expression signal reduced (1) sophistication and (2) associations with higher-status reference groups, which (3) violates emotion norms and contributes to lower perceived status (Studies 3-5).
Jeff Lee (2019) ,"Brand Status and Emotional Expression", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 347-351.
Jeff Lee, American University, USA
NA - Advances in Consumer Research Volume 47 | 2019
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