The allure of arrogance: How relationship formation motives enhance consumer preferences for arrogant communications

Volume: 139, Pages: 106 - 120
Published: Feb 1, 2022
Abstract
Recent studies of persuasion have offered an evolutionary perspective of how emotions influence consumer behavior. Yet, within this evolutionary framework, research has been surprisingly limited on how evolutionary motives impact how emotions are processed to influence subsequent behavior. In the current research, the authors explore how differences in romantic motives influence consumer responses to arrogance in persuasive communications....
Paper Details
Title
The allure of arrogance: How relationship formation motives enhance consumer preferences for arrogant communications
Published Date
Feb 1, 2022
Volume
139
Pages
106 - 120
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