The Allure of Arrogance: When Arrogance in Persuasive Communication Enhances Consumer Attitudes

• In Event: 1.3 On Marketing Messages and Consumer Anticipation - Advertising and Its Effects on Attitudes

Short Abstract

Across seven studies, authors demonstrate that individuals with relationship formation motive have more favorable attitudes and higher purchase intentions towards brands that emphasize arrogance in their marketing messages. This effect emerges from an enhanced acceptability of self-promotion during relationship formation that is not observed when relationship motives are not salient.

Authors

• Jonathan Hasford, University of Central Florida, USA

• Aysu Senyuz, University of Central Florida, USA