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 and Ludovica Cesareo

Journal of the Association for Consumer Research, 2018, vol. 3, issue 2, 202 - 215

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.

Date: 2018
References: Add references at CitEc
Citations: View citations in EconPapers (5)

Downloads: (external link)
http://dx.doi.org/10.1086/697083 (application/pdf)
http://dx.doi.org/10.1086/697083 (text/html)
Access to the online full text or PDF requires a subscription.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ucp:jacres:doi:10.1086/697083

Access Statistics for this article

More articles in Journal of the Association for Consumer Research from University of Chicago Press
Bibliographic data for series maintained by Journals Division ().