Self-Effacing versus Self-Enhancing Brand Appeals: The Influence of Impression Management Styles on Consumption Behavior

TY - JOUR

T1 - Self-Effacing versus Self-Enhancing Brand Appeals: The Influence of Impression Management Styles on Consumption Behavior

AU - Garcia-Collart, Tessa

AU - Rixom, Jessica

N1 - Working Papers Self-Effacing versus Self-Enhancing Brand Appeals: The Influence of Impression Management Styles on Consumption Behavior Tessa Garcia-Collart and Jessica Rixom Sep 12, 2019 Across four studies, examines the effects of modest versus boastful marketing communications on consumers' judgements and decisions.

PY - 2019/5/8

Y1 - 2019/5/8

UR - https://www.msi.org/working-papers/selfeffacing-versus-selfenhancing-brand-appeals-the-influence-of-impression-management-styles-on-consumption-behavior-2/

M3 - Article

VL - 19

JO - Marketing Science Institute

JF - Marketing Science Institute

ER -