Brand Teasing: How Brands Build Strong Relationships by Making Fun of Their Consumers

IF 5.7 1区 管理学 Q1 BUSINESS Journal of Consumer Research Pub Date : 2024-08-28 DOI:10.1093/jcr/ucae051
Demi Oba, Holly S Howe, Gavan J Fitzsimons
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Abstract

Popular brands like Wendy’s, Postmates, and RyanAir have gained notoriety by making fun of their consumers, but is this an effective strategy to build strong consumer relationships? Across eleven (seven pre-registered) studies, using lab data, field data, and a variety of analytical approaches, the current research demonstrates that teasing communication increases consumer engagement with and connection to the brand compared to merely funny or neutral communication. These effects occur because consumers anthropomorphize brands more when they use teasing communication. This leads to greater engagement with brand messages and greater self-brand connection. We also leverage the interpersonal teasing literature to distinguish between prosocial and antisocial teases and highlight an important boundary condition. Specifically, we demonstrate that while prosocial teasing evokes a positive human schema, antisocial teasing, although still anthropomorphic, activates a negative human schema which reduces connection to the brand. As a result, antisocial teases lose their relational advantage over purely funny communication. This work contributes to the streams of research on brand humor, anthropomorphism, and consumer-brand relationships. It also provides actionable implications by demonstrating a novel antecedent to consumer brand connection and the boundaries within which these positive effects are expected to occur.
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品牌戏弄:品牌如何通过取笑消费者建立牢固关系
温迪(Wendy's)、Postmates和瑞安航空(RyanAir)等热门品牌通过取笑消费者而声名鹊起,但这是否是建立牢固消费者关系的有效策略呢?通过十一项(七项预先注册)研究,利用实验室数据、现场数据和各种分析方法,目前的研究表明,与单纯的滑稽或中性传播相比,戏谑传播能提高消费者对品牌的参与度和与品牌的联系。之所以会产生这些效果,是因为消费者在使用挑逗性传播时会将品牌拟人化。这就导致了消费者对品牌信息更多的参与和更大的自我品牌联系。我们还利用人际戏弄文献来区分亲社会和反社会戏弄,并强调了一个重要的边界条件。具体来说,我们证明,亲社会性的戏弄会唤起积极的人类图式,而反社会性的戏弄虽然仍是拟人化的,但会激活消极的人类图式,从而降低与品牌的联系。因此,与纯粹的滑稽交流相比,反社会戏弄失去了其关系优势。这项研究为有关品牌幽默、拟人化和消费者与品牌关系的研究做出了贡献。它还通过展示消费者品牌联系的新前因后果,以及这些积极影响的预期范围,提供了可操作的意义。
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来源期刊
CiteScore
12.00
自引率
9.70%
发文量
53
期刊介绍: Journal of Consumer Research, established in 1974, is a reputable journal that publishes high-quality empirical, theoretical, and methodological papers on a wide range of consumer research topics. The primary objective of JCR is to contribute to the advancement of understanding consumer behavior and the practice of consumer research. To be considered for publication in JCR, a paper must make a significant contribution to the existing body of knowledge in consumer research. It should aim to build upon, deepen, or challenge previous studies in the field of consumption, while providing both conceptual and empirical evidence to support its findings. JCR prioritizes multidisciplinary perspectives, encouraging contributions from various disciplines, methodological approaches, theoretical frameworks, and substantive problem areas. The journal aims to cater to a diverse readership base by welcoming articles derived from different orientations and paradigms. Overall, JCR is a valuable platform for scholars and researchers to share their work and contribute to the advancement of consumer research.
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Moralizing Everyday Consumption: The Case of Self-Care People Believe If 90% Prefer A over B, A Must Be Much Better than B When Is Digital Censorship Permissible? A Conversation Norms Account Brand Teasing: How Brands Build Strong Relationships by Making Fun of Their Consumers Positive Contrast Scope-Insensitivity
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