סמינר בשיווק

Nira Munichor – Hebrew University 

Arrogant brands have a multifaceted influence on consumers: Although consumers appreciate 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 have unfavorable self-perceptions, 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