Success Is Not Final; Failure Is Not Fatal: How Failure Versus Success Messaging Leads to Preference...
Success Is Not Final; Failure Is Not Fatal: How Failure Versus Success Messaging Leads to Preference for Masculine Brands
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Publisher
Los Angeles, CA: SAGE Publications
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Language
English
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Publisher
Los Angeles, CA: SAGE Publications
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Scope and Contents
Contents
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 experi...
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Full title
Success Is Not Final; Failure Is Not Fatal: How Failure Versus Success Messaging Leads to Preference for Masculine Brands
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Author / Creator
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Record Identifier
TN_cdi_proquest_journals_2933750492
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_proquest_journals_2933750492
Other Identifiers
ISSN
0022-2437
E-ISSN
1547-7193
DOI
10.1177/00222437231181078
