Saying No to the Glow: When Consumers Avoid Arrogant Brands
Munichor, N. & Steinhart, Y., Saying no to the glow: When consumers avoid arrogant brands. Journal of Consumer Psychology, Forthcoming
Posted: 27 May 2015
Date Written: May 20, 2015
Arrogant brands have a multifaceted influence on consumers: Although consumers appreciate arrogant brands as reflecting high status and quality, arrogance can also make consumers feel inferior. Consumers whose self is a priori threatened may consequently “say no to the glow” and avoid arrogant brands. Results from six experiments using fictitious or actual arrogant brands show that when consumers experience prior self-threat, they may avoid brands that convey arrogance in favor of a competing, less-arrogant alternative. Such avoidance helps self-threatened consumers restore their self-perceptions and feel better about themselves.
Keywords: brands, arrogance, self-threat, communications, image
Suggested Citation: Suggested Citation