Connections to brands that help others versus help the self: The impact of incidental awe and pride on consumer relationships with social-benefit and luxury brands

Patti Williams, Nicole Verrochi Coleman, Andrea C. Morales, Ludovica Cesareo

Research output: Contribution to journalArticle

14 Scopus citations

Abstract

We propose that incidental emotions have the power to impact consumer self-brand connections. Specifically, we argue that divergent views of self, triggered by incidental awe versus pride, differentially impact consumer self-brand connections (SBC) to social-benefit versus luxury brands. Feelings of awe create a diminished self and an awareness of entities bigger than oneself. Pride, in contrast, enhances one’s sense of self. In two studies, we find that incidental feelings of awe heighten (lessen) SBC toward social-benefit (luxury) brands, while incidental feelings of pride heighten SBC toward luxury brands. We show that these effects of awe on social-benefit brands are mediated by perceived self-diminishment, while the effects of pride on luxury brands are mediated by self-superiority. Finally, we find that luxury brands that position themselves as offering social benefits can mitigate awe’s dampening effect on SBC while maintaining their enhanced appeal to consumers experiencing pride.

Original languageEnglish (US)
Pages (from-to)202-215
Number of pages14
JournalJournal of the Association for Consumer Research
Volume3
Issue number2
DOIs
StatePublished - Apr 1 2018

ASJC Scopus subject areas

  • Applied Psychology
  • Economics and Econometrics
  • Marketing

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