Hubristic pride &amp; prejudice: The effects of hubristic pride on negative word-of-mouth

Northey, Gavin; Chiew, Tung Moi; Ngo, Liem Viet

doi:10.1016/j.ijresmar.2019.11.003

Cited by 25 publications

(34 citation statements)

References 86 publications

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“…In fact, in online interactions facial mimicry does not seem to be crucial for emotional contagion. When interacting online, people associate positive reviews or high ratings with positive emotions, while low ratings and negative reviews are associated with negative emotions (Lindquist et al, 2016;Septianto et al, 2020;Xu et al, 2020). Therefore, emotions shared by others influence customer experience, which results in a specific behavioral response.…”

Section: Emotional Contagion In Behavioral Reactionsmentioning

confidence: 99%

Emotional Contagion: A Brief Overview and Future Directions

Herrando

Constantinides

2021

Front. Psychol.

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Social interactions can trigger emotional contagion between individuals resulting in behavioral synchrony. Emotional contagion can be a very effective and attractive strategy in communication and advertising, and understanding the mechanisms underlying emotional contagion can help marketers to improve their commercial approaches or develop better ones. The purpose of this study is to review and classify the various methodologies and theoretical approaches on emotional contagion, identify the best practices in this domain, and identify ways of gaging and measuring emotional contagion. The study is based on a mini literature review. We identify different mechanisms and approaches to emotional contagion described in the literature. Emotional contagion can be triggered by facial expressions, indirect human interactions, and/or by observing other people's behavior in direct and indirect interactions. Furthermore, emotional contagion can be triggered physiologically or neurologically by synchronizing with the emotional state of others during human interactions. Regarding the assessment and measurement of emotional contagion, we argue that methods based on neuroscience tools are much more accurate and effective than methods based on traditional research approaches. The study identifies guidelines for research on commercial communication through emotional contagion that can be especially interesting for academia and marketing practitioners. The findings are important for field marketers interested in developing new individualized approaches in their commercial strategies and marketing in general. In addition, the study can become the basis of research that further refines and compares the efficacy of the various techniques and tools involved.

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Section: Emotional Contagion In Behavioral Reactionsmentioning

confidence: 99%

Emotional Contagion: A Brief Overview and Future Directions

Herrando

Constantinides

2021

Front. Psychol.

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“…"I am successful because I am great"; Tracy and Robins, 2007). Previous research has shown that these two facets of pride can affect consumers' preference for luxury brands (McFerran et al, 2014), motivation for delayed gratification (Ho et al, 2016), processing of product information (Yang and Zhang, 2018) and negative word-of-mouth behavior (Septianto et al, 2020). This present study extends this line of research by exploring how these two facets of pride influence consumers' brand attitudes toward brands associated with dissociative outgroups.…”

Section: Introductionmentioning

confidence: 52%

“…Yang and Zhang (2018) showed that authentic pride (hubristic pride) activates local (global) cognitive appraisal tendencies and consequently makes consumers put more weight on product feasibility (desirability) attributes. Septianto et al (2020) showed that hubristic pride (vs authentic pride) can increase consumers' intention to engage in negative word-of-mouth after a service failure. In the current research, we extend these previous consumer research studies on authentic pride and hubristic pride by investigating how these two facets of pride can influence consumers' brand attitudes toward brands associated with dissociative out-groups.…”

Section: Pride and Consumer Behaviormentioning

confidence: 99%

To be or not to be equal: the impact of pride on brands associated with dissociative out-groups

Wang

Yang

et al. 2021

JPBM

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Purpose Brands are increasingly reflecting social values, and many brands have begun to embrace equality and inclusivity as a marketing strategy. Accordingly, consumers are increasingly being exposed to brands associated with different social groups. This paper aims to examine how consumers who have experienced pride respond to brands associated with dissociative out-groups. Design/methodology/approach Four studies were conducted. Study 1 tested the basic effect of how the experience of different facets of pride affects consumers’ brand attitudes toward a brand associated with a dissociative out-group. Studies 2 and 3 examined the underlying mechanism of consumers’ psychological endorsement of egalitarianism using both mediation and moderation approaches. Study 4 derived implications of our findings for marketers. Findings The results show that consumers respond differently to a brand associated with a dissociative out-group based on the facets of pride they experience. When consumers experience authentic (vs hubristic) pride, they exhibit a more favorable attitude toward the brand associated with the dissociative out-group. This is because authentic (vs hubristic) pride increases consumers’ psychological endorsement of egalitarianism, which enhances consumers’ brand attitudes toward the brand associated with the dissociative out-group. Practical implications The findings suggest that brand managers should think about ways to elicit consumers’ authentic pride to minimize the potential backlash from consumers when promoting equality and inclusivity in their brand communications, particularly when such communications contain cues of dissociative out-groups. Originality/value This paper contributes to the branding literature by identifying pride as an important determinant that can help brands overcome the negative impact of dissociative out-groups on consumers’ brand reactions, enriches the literature on pride by documenting a novel effect of the two facets of pride on consumer behavior and extends the literature of egalitarianism by demonstrating pride as a driver of consumers’ psychological endorsement of egalitarianism.

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“…As manipulation checks, participants indicated whether they agree that the restaurant was socially irresponsible (1 = strongly disagree, 7 = strongly agree). They also indicated whether the restaurant expressed different emotions about their action ("anger," "sadness," "disappointment," "regret," "guilt," and "shame"), measured on a 7-point scale (1 = not at all, 7 = very much) (adapted from Septianto, Northey, et al, 2020).…”

Section: Procedures and Measuresmentioning

confidence: 99%

The Expression of Anger Enhances Perceived Competence Following Corporate Social Irresponsibility

Septianto

2021

Australasian Marketing Journal

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Although prior research acknowledges the significant role of emotions in response to corporate social irresponsibility (CSI), such research typically examines emotions as mediators that explain how consumers respond to CSI. The present research tests a novel perspective by examining how the expression of anger (vs. sadness) in a company’s apology can influence consumer responses following CSI. Across two experimental studies in different CSI contexts, this research demonstrates that a company’s expression of anger (vs. sadness) enhances consumers’ perceived competence of the company, leading to higher purchase intentions. Furthermore, consumers’ mindset acts as a boundary condition such that the effect is attenuated among consumers with a growth (but not fixed) mindset. Thus, the findings of these studies have important theoretical and practical implications for the CSI literature.

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Hubristic pride & prejudice: The effects of hubristic pride on negative word-of-mouth

Cited by 25 publications

References 86 publications

Emotional Contagion: A Brief Overview and Future Directions

Emotional Contagion: A Brief Overview and Future Directions

To be or not to be equal: the impact of pride on brands associated with dissociative out-groups

The Expression of Anger Enhances Perceived Competence Following Corporate Social Irresponsibility

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