Selling something? Tap into consumer arrogance

“A new study from Michigan State University published in Journal of the Academy of Marketing Science shows that leveraging consumer arrogance might be marketers’ most effective strategy for promoting their brands and products.

“Arrogance is when you broadcast your superiority to others, whereas consumer arrogance is broadcasting your superiority to others via consumption,” said Ayalla Ruvio, professor of marketing at MSU and the lead author of the study.”

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