Midi de la recherche marketing avec Amy Errmann

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Le Département de marketing vous invite à une présentation de la professeure Amy Errmann qui portera sur son article Quiet or Loud? How Mindfulness Influences Consumer Response to Luxury Branding. Une boîte à lunch sera offerte gratuitement aux personnes présentes.

La présentation se déroulera en anglais.

Résumé

Quiet or Loud? How Mindfulness Influences Consumer Response to Luxury Branding
Luxury brands increasingly navigate the tension between “loud” logo-forward advertising and “quiet” subtle branding. This research examines when and for whom each strategy is most effective. Across five studies (N = 2,000), we show that consumer mindfulness moderates responses to brand prominence by activating distinct motivational pathways to status. Consumers low in mindfulness respond more positively to highly visible branding because it satisfies extrinsic, socially oriented status motives. In contrast, consumers high in mindfulness prefer subtle branding, as quiet cues align with intrinsic, fulfillment-based motivations. These findings introduce a dual-pathway account of status consumption and demonstrate that the same visual cue can produce opposite effects depending on consumers’ attentional state. The research offers both theoretical contributions to luxury and advertising scholarship and practical guidance for aligning brand prominence with audience mindset.