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

See all articles by Nira Munichor

Nira Munichor

Bar-Ilan University - S. Daniel Abraham School of Business Administration

Yael Steinhart

Independent

Date Written: May 20, 2015

Abstract

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

Munichor, Nira and Steinhart, Yael, Saying No to the Glow: When Consumers Avoid Arrogant Brands (May 20, 2015). Munichor, N. & Steinhart, Y., Saying no to the glow: When consumers avoid arrogant brands. Journal of Consumer Psychology, Forthcoming, Available at SSRN: https://ssrn.com/abstract=2608367

Nira Munichor (Contact Author)

Bar-Ilan University - S. Daniel Abraham School of Business Administration ( email )

Ramat-Gan, 52900
Israel

Yael Steinhart

Independent ( email )

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