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

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. Across five studies, individuals with a relationship formation motive were shown to have more favorable attitudes and higher purchase intentions towards products and brands that emphasize arrogance in their marketing messages. This effect is based on an enhanced self-promotion mindset that emerges when relationship formation motives are salient. Furthermore, a boundary condition related to the consumption environment is identified.