Brands have increasingly used self-mockery in advertisements. Although previous insights from the social science literature assert that self-mockery is an effective strategy to boost brand closeness, the paper aims to show a more contigent view of self-mockery efficiency in an advertising context.
Two experiments were conducted.
This study shows that self-mockery helps build brand purchase intention through brand closeness only when self-mockery is based on a weak negative claim rather than a strong negative claim and that this influence occurs only for consumers with prior positive brand attitudes.
Marketing managers should consider self-mockery as a valuable brand-building strategy, especially if the main goal of the brand is to develop brand closeness among consumers with prior positive brand attitudes.
First, the current research is the first to provide empirical support for the mediating role of brand closeness to explain how self-mockery influences brand purchase intention. Second, this study qualify previous results and the popular idea that self-mockery may systematically help build brand closeness. This study demonstrates that this effect is conditional on the strength of the negative attribute claim disclosed and consumers’ prior brand attitudes.
