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  • How do braggarts influence buying decisions?
  • How do braggarts influence buying decisions?
    Ketut Subiyanto (2020) ©

Check this out! The science of consumer arrogance

Arrogance is often seen as a ‘negative’ behaviour – a sign that a person is self-centred and lacking empathy. But could boastfulness be a good thing in some situations? Dr. Ayalla Ruvio, an associate professor at Michigan State University, explains the value of bragging in a consumer context.

Location Global

Bragging is part of human nature – an expression of pride about a slice of success or good fortune. Yet while some boasts are permissible based on the scale of achievement or type of audience, others can come off as petty or lacking decorum. Just take President Donald Trump’s bluster about ‘acing’ a cognitive test that’s used to check for signs of dementia, or the not-so-humble social media posts shared by celebrities and influencers during COVID-19 lockdown. This kind of out-of-touch boasting is a magnet for both satire and savage criticism. It brings people together ...



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