TY - JOUR
T1 - Connections to brands that help others versus help the self
T2 - The impact of incidental awe and pride on consumer relationships with social-benefit and luxury brands
AU - Williams, Patti
AU - Coleman, Nicole Verrochi
AU - Morales, Andrea C.
AU - Cesareo, Ludovica
N1 - Publisher Copyright:
© 2018 the Association for Consumer Research. All rights reserved.
PY - 2018/4/1
Y1 - 2018/4/1
N2 - 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.
AB - 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.
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U2 - 10.1086/697083
DO - 10.1086/697083
M3 - Article
AN - SCOPUS:85061627057
SN - 2378-1815
VL - 3
SP - 202
EP - 215
JO - Journal of the Association for Consumer Research
JF - Journal of the Association for Consumer Research
IS - 2
ER -