Saying No to the Glow: Why Consumers Resist Arrogant Brands

Nira Munichor, The Hebrew University of Jerusalem, Israel
Yael Steinhart, Tel-Aviv University, Israel
In five studies, we demonstrate 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.
[ to cite ]:
Nira Munichor and Yael Steinhart (2015) ,"Saying No to the Glow: Why Consumers Resist Arrogant Brands ", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan and Meng Zhang, Duluth, MN : Association for Consumer Research, Pages: 206-207.