TY - JOUR
T1 - Success Is Not Final; Failure Is Not Fatal
T2 - How Failure Versus Success Messaging Leads to Preference for Masculine Brands
AU - Jones, Niusha
AU - Kidwell, Blair
AU - Hamby, Anne
N1 - Publisher Copyright:
© American Marketing Association 2023.
PY - 2024/4
Y1 - 2024/4
N2 - Marketers commonly use ads that associate brands with success in persuasive communications. Yet, these ads may not be the most effective way to promote brands, particularly masculine brands. The current research examines when and why failure messaging can be an effective promotional approach. Across eight studies using both observational and experimental data from field and lab settings, the authors demonstrate that experiences of failure in achievement contexts, and ads that employ failure (vs. success) messaging, are more effective in promoting masculine but not feminine or neutral brands. An increase in consumers’ hostility mediates these effects. Feminine brands that employ aggressive branding cues (e.g., the color red) can also benefit from failure messaging. Additionally, the benefits of failure messaging are enhanced when people do (vs. do not) take responsibility for their failures, and this moderating effect is intensified (weakened) when failures are attributed to unstable (stable) causes. Finally, the consumption of masculine options was found to assist consumers in recovering from achievement failures.
AB - Marketers commonly use ads that associate brands with success in persuasive communications. Yet, these ads may not be the most effective way to promote brands, particularly masculine brands. The current research examines when and why failure messaging can be an effective promotional approach. Across eight studies using both observational and experimental data from field and lab settings, the authors demonstrate that experiences of failure in achievement contexts, and ads that employ failure (vs. success) messaging, are more effective in promoting masculine but not feminine or neutral brands. An increase in consumers’ hostility mediates these effects. Feminine brands that employ aggressive branding cues (e.g., the color red) can also benefit from failure messaging. Additionally, the benefits of failure messaging are enhanced when people do (vs. do not) take responsibility for their failures, and this moderating effect is intensified (weakened) when failures are attributed to unstable (stable) causes. Finally, the consumption of masculine options was found to assist consumers in recovering from achievement failures.
KW - ad messaging
KW - brands
KW - hostility
KW - masculinity
UR - http://www.scopus.com/inward/record.url?scp=85170525085&partnerID=8YFLogxK
U2 - 10.1177/00222437231181078
DO - 10.1177/00222437231181078
M3 - Article
AN - SCOPUS:85170525085
SN - 0022-2437
VL - 61
SP - 330
EP - 348
JO - Journal of Marketing Research
JF - Journal of Marketing Research
IS - 2
ER -