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
How Regional Diasporic Consumer Experiences Produce Transnational Imaginary
Mark Buschgens, RMIT University
Bernardo Figueiredo, RMIT University
Kaleel Rahman, RMIT University
When Sharing Isn’t Caring: The Influence of Seeking the Best on Sharing Favorable Word of Mouth about Unsatisfactory Purchases
Nicholas J. Olson, Texas A&M University, USA
Rohini Ahluwalia, University of Minnesota, USA
R4. Human Brands and Their Consumers: How Consumers Reform Brand Understandings Following Critical Incidents
Kimberley Mosher Preiksaitis, Siena College