Self-Threat Based Marketing Communications Can Backfire: Managing Defensive Responses among High Self-Esteem Consumers


题 目:Self-Threat Based Marketing Communications Can Backfire: Managing Defensive Responses among High Self-Esteem Consumers

The idea that consumers seek for products to restore their self-worth when self-views are cast into doubt encourages the marketers to use self-threatening messages to persuade consumers to buy. However, the authors argue that self-threatening appeals may backfire among high self-esteem consumers, since they are susceptible to cues that signal their self-deficiency. High self-esteem consumers may defensively cope with self-threat by rejecting products marketed using self-threats. Moreover, the authors argue that the backlash effect of self-threatening appeals among high self-esteem consumers can be mitigated by offering self affirmation opportunities that affirm their current or future self.  A series of four empirical studies provide supporting evidence for these propositions
Professor Fang Wan is an Associate Professor of Marketing, Ross Johnson Research fellow at the Asper School of Business of the University of Manitoba, Canada. Her research interests include Brand Management, Cross-Cultural Consumer Behavior and Media and Advertising Effects.

An ethnic Chinese living in Canada, Dr Wan has been tirelessly pursuing an approach to teach, research and consult branding with her integrated system: Brand Triangle, composed of 6 cornerstones: brand soul, internal branding, external branding, brand synchronization, brand adaptation and brand tracking. With Dr Wan’s Brand Consortium, a brand consulting platform she created for Canadian business communities, she and her team have provided brand consultation services to more than 100 companies, ranging from a small family business to industry conglomerates, representing a vast number of industries.

The passion of branding and immersion in brand world make Wan not only a keen observer and researcher of brand activities and strategies, but also equip her with refreshing lenses via which brand teaching and brand consultation are conducted. Her brand workshops have won raving reviews from participants on both sides of the Pacific Ocean. Actively pursued by professional and business communities as a guest speaker, Dr Wan has been applauded as a powerful speaker who inspires and energizes her audience.

Dr Wan is currently completing two books on branding. The first one Brand System Theory is developed out of her own consulting experiences with branded businesses over the past decade. Her brand system theory takes a structural approach to analyze branded business as a system and her diagnostic tool Brand Triangle has guided many firms to audit its internal and external brand systems and allowed them to quickly identify brand issues and seek appropriate brand solutions.

Her second book is Brand Storm from China, coauthored with Amitava Chattopadhyay from INSEAD and Dongsheng Zhou from CEIBS, Shanghai. With her team, Dr Wan had spent 20 months doing the field work, analyzing secondary data and interviewing top executives of China’s growing global brands such as Mindray (NYSE: MR, medical instrument,), Levono (Nasdaq: LNVGY.PK,computer electronics), TCL (SZSE 000100,  Multimedia), ZTE (SEHK: 0763, provider of telecommunication equipment and network), Baidu (NASDAQ: BIDU, Internet Search Provider), BYD (BYD Co. Ltd, HKG: HK 1211, specializes in IT, automobile and new energy).  In this book, they will discuss the drivers explaining these firm’s rapid growth and rising status on the global stage. Wild East and Spinning Wheel are the first two sections depicting the institutional and business environment and mindset of today’s China. Speedy Imitation and Village to City are the last two sections delineating the core strategies Chinese firms adopt to outperform their MNC peers both in domestic and global markets. Lastly, they will contrast the pathways of brand building of both incumbent North American MNCs and the ones from China.

Wan was born and raised in China. She went to Wuhan University at the age of 16. She obtained her BA in English from Wuhuan University, her M.Phil from Chinese University of Hong Kong, and her Ph.D from University of Minnestota. She did her postdoc research fellowship at the Owen Graduate School of Management at Vanderbilt University. Her cross-cultural journey and experiences become her eternal source of inspiration for research, consulting and book writing.


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