סמינר שיווק עם ד"ר יעל שטיינהרט

Saying No to the Glow: When Consumers Res​ist Arrogant Brands

Abstract Yael Steinhart & Nira Munichor​
Arrogant brands have a multifaceted influence on consumers: Although consumers apprec​iate arrogant brands as reflecting high status and quality, they may also be put off by such brands’ message of superiority. Consumers with an a priori threatened-self may consequently “say no to the glow,” namely, avoid pursuing arrogant brands. Results from six experiments that used fictitious or actual arrogant brands show that when consumers experience a self-threat, they may avoid brands that convey arrogance in favor of a competing, non-arrogant alternative. Such avoidance, in turn, has positive implications for vulnerable consumers, as it helps them to restore their self-worth and feel better about themselves.