Saying no to the glow: When consumers avoid arrogant brands

Nira Munichor*, Yael Steinhart

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


Arrogant brands have a multifaceted influence on consumers: Although consumers appreciate arrogant brands as reflecting high status and quality, arrogance can also make consumers feel inferior. Consumers whose self is a priori threatened may consequently "say no to the glow" and avoid arrogant brands. Results from six experiments using fictitious or actual arrogant brands show that when consumers experience prior self-threat, they may avoid brands that convey arrogance in favor of a competing, less-arrogant alternative. Such avoidance helps self-threatened consumers restore their self-perceptions and feel better about themselves.

Original languageEnglish
Pages (from-to)179-192
Number of pages14
JournalJournal of Consumer Psychology
Issue number2
StatePublished - 1 Apr 2016


  • Arrogance
  • Brands
  • Communications
  • Image
  • Self-threat


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