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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

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  • Patti Williams
  • Nicole Verrochi Coleman
  • Andrea C. Morales
  • Ludovica Cesareo

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.

Suggested Citation

  • Patti Williams & Nicole Verrochi Coleman & Andrea C. Morales & Ludovica Cesareo, 2018. "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," Journal of the Association for Consumer Research, University of Chicago Press, vol. 3(2), pages 202-215.
  • Handle: RePEc:ucp:jacres:doi:10.1086/697083
    DOI: 10.1086/697083
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    Cited by:

    1. Septianto, Felix & An, Jake & Chiew, Tung Moi & Paramita, Widya & Tanudharma, Istiharini, 2019. "The similar versus divergent effects of pride and happiness on the effectiveness of loyalty programs," Journal of Business Research, Elsevier, vol. 99(C), pages 12-22.
    2. Felix Septianto & Yuri Seo & Amy Christine Errmann, 2021. "Distinct Effects of Pride and Gratitude Appeals on Sustainable Luxury Brands," Journal of Business Ethics, Springer, vol. 169(2), pages 211-224, March.
    3. Septianto, Felix & Northey, Gavin & Chiew, Tung Moi & Ngo, Liem Viet, 2020. "Hubristic pride & prejudice: The effects of hubristic pride on negative word-of-mouth," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 621-643.
    4. Hinsch, Chris & Felix, Reto & Rauschnabel, Philipp A., 2020. "Nostalgia beats the wow-effect: Inspiration, awe and meaningful associations in augmented reality marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    5. Septianto, Felix & Kemper, Joya A. & Choi, Jinyoung (Jane), 2020. "The power of beauty? The interactive effects of awe and online reviews on purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).

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