Publication:
Impressive Insults: How do consumers perceive self-deprecating advertisements?

Simple item page
dc.contributor.authorSayin, Eda
dc.contributor.authorKale, Vaishnavi
dc.contributor.rorhttps://ror.org/02jjdwm75
dc.date.accessioned2024-11-08T12:23:56Z
dc.date.available2024-11-08T12:23:56Z
dc.date.issued2024-07-08
dc.description.abstractMost advertisements highlight a product's positive attributes to attract consumers. Yet, some brands deliberately criticize themselves by employing self-deprecation within their communications, such as Carlsberg's “Probably not the best beer in the world” campaign. This research examines whether, when, and why consumers react more favorably to self-deprecating advertisements. In six experiments, we demonstrate that when the self-deprecated attribute holds less importance to consumers, self-deprecating (vs. self-promoting) advertisements enhance brand trust by elevating the brand's social attractiveness and diminishing consumer skepticism. Importantly, self-deprecation in advertisements also lowers consumers' tendency to avoid them. We empirically rule out several alternative explanations (i.e., consumer engagement, sentiment, nonconformity, and novelty) for these effects. Our research builds on prior studies in impression management and social psychology, contributing to the literature on advertising, self-deprecation, and consumer skepticism by promoting the strategic use of self-deprecating advertisements to bolster brand trust and reduce advertising avoidance. We offer actionable insights for managers and practitioners, highlighting how self-deprecation can effectively address the challenges of building trust in diverse consumer-facing marketing contexts.
dc.description.peerreviewedyes
dc.description.statusPublished
dc.formatapplication/pdf
dc.identifier.citationKale, V., & Sayin, E. (2024).Impressive insults: How do consumers respond to self‐deprecating advertisements? Psychology & Marketing, 41,2695–2710. https://doi.org/10.1002/mar.22078
dc.identifier.doihttps://doi.org/10.1002/mar.22078
dc.identifier.issn0742-6046
dc.identifier.urihttps://hdl.handle.net/20.500.14417/3319
dc.issue.number11
dc.journal.titlePsychology & Marketing
dc.language.isoen
dc.page.final2710
dc.page.initial2695
dc.page.total40
dc.page.total15
dc.publisherWiley
dc.relation.departmentMarketing & Communication
dc.relation.entityIE University
dc.relation.schoolIE Business School
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.accessRightsinfo:eu-repo/semantics/openAccess
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subject.keywordSelf-deprecation
dc.subject.keywordSocial attractiveness
dc.subject.keywordBrand trust
dc.subject.keywordConsumer skepticism
dc.subject.keywordAdvertising avoidance
dc.titleImpressive Insults: How do consumers perceive self-deprecating advertisements?
dc.typeinfo:eu-repo/semantics/article
dc.version.typeinfo:eu-repo/semantics/publishedVersion
dc.volume.number41
dspace.entity.typePublication
relation.isAuthorOfPublication66e9ae2b-c9f5-47fd-ac71-cb4f6b39841b
relation.isAuthorOfPublication.latestForDiscovery66e9ae2b-c9f5-47fd-ac71-cb4f6b39841b
Files
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
Impressive insults How do consumers respondto self‐deprecating advertisements.pdf
Size:
2.54 MB
Format:
Adobe Portable Document Format
Download
License bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
2.83 KB
Format:
Item-specific license agreed to upon submission
Description:
Download
Collections
Research Articles