Who would be impressed by such braggadocio? Well, people thinking about a romantic relationship, according to researchers at Central European University and University of Tennessee. The arrogant tag line moved those people toward more positive impressions of the watch to a greater extent than was true for study participants not necessarily thinking about a romantic relationship.
The effect did not occur when the object in the ad was a desk and the slogan in the ad was, “We are the best! Even Ashley knows that, in case you don’t…” There was no pattern of those thinking about a romantic relationship rating the desk more positively when pitched with an arrogant claim.
Why the difference? Because another group of participants had rated watches as items used in public and desks as items used in private. What was going on? People interested in romantic relationships appreciate arrogant communications since it resonates with them publicly promoting their own advantages as they seek a mate.
In companion studies, this was seen with a range of publicly-consumed product categories, consumer ages, genders, and same-sex versus opposite-sex romantic preferences. The researchers attribute the effect to evolutionary determinants, indicating that it applies across a broad range of cultures, too. However, it wasn’t seen clearly among people in stable, long-term romantic partnerships. That makes sense because those consumers weren’t seeking romantic relationships.
All this indicates that arrogance in product claims can assist when selling to shoppers seeking romantic relationships. Still, as you put the effect into practice, recognize the dangers of arrogance. A modest degree of modesty facilitates the sale of prestige items in any store and any items in a prestige store. Researchers at Hebrew University of Jerusalem and Tel-Aviv University found that brands perceived as arrogant cause a conflicted response: The typical shopper is attracted by the exclusivity and implications of high quality, but repelled by feelings of personal inadequacy.
Columbia University researchers noted the outcomes when shoppers viewing themselves as uncreative thought about purchasing an Apple computer—considered to have a creative product personality. The thinking about the purchasing led to the shoppers’ estimates of the Apple computer’s creativity growing greater. The shoppers felt themselves to be competing on creativity with the product. This made them less likely to buy the computer.
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Even the Odds for Romance Seekers
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