How Brands Communicate Arrogance Effectively? The Effect of Arrogant Expressions on Consumer Attention and Purchase

Arrogant communications in advertising presents a double-edged sword for brands, potentially yielding improved effectiveness when used appropriately and risking negative impressions from consumers when used inappropriately. The focus of this research is on visual arrogance in advertising. Specifically, this research investigates the effect of arrogant expressions, compared with smiling and neutral expressions, on two consumer responses, namely attention and purchase. The findings of three studies provide consistent evidence that arrogant expressions would enhance consumer attention, including attention time and brand recall. Arrogant expressions would increase purchase intention when aligned with a brand’s position, but have a negative effect when misaligned.

MANAGEMENT SLANT
Arrogant expressions would result in positive effects (consumer attention and behavior) when the arrogant message reinforces the brand position.

Arrogant expressions would exert a negative impact on consumer behavior when used with the misaligned brand position.

Brand managers and advertising experts should ensure that arrogant expressions reinforce the brand position.