The Power of Self-Effacing Brand Messages: Building Trust and Increasing Brand Attitudes

Across four studies we find that self-effacing (self-enhancing) brand messages lead to lower (higher) skepticism which then leads to increased (decreased) brand trust and ultimately higher (lower) brand attitudes, while efficacy importance moderates these effects. Further, we find that compared to self-enhancing, self-effacing brand communications lead to greater purchase behaviors.


Tessa Garcia-Collart and Jessica Rixom (2019) ,"The Power of Self-Effacing Brand Messages: Building Trust and Increasing Brand Attitudes", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 575-576.


Tessa Garcia-Collart, Florida International University, USA
Jessica Rixom, University of Nevada, Reno, USA


NA - Advances in Consumer Research Volume 47 | 2019

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