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<p>Traditional advertisements typically portray products and brands positively when interacting with their target consumers. However, some brands embrace an unconventional approach by integrating self-directed negative messages. In this conceptual paper, we examine this counterintuitive strategy, which we term as Brand Communications with Self-Directed Negative Messages (BCSNMs). Employing theories from social psychology, linguistics, and marketing, we identify and categorize BCSNMs into three distinct types: self-deprecation, humblebragging, and two-sided messaging. Using the Psycholinguistic Model of Language Comprehension and the Elaboration Likelihood Model (ELM), we develop a framework to explain how consumer involvement influences the interpretation and subsequent evaluation of BCSNMs. Our research highlights distinctions among the three BCSNMs, emphasizing their conceptual differences and varied effects on consumers’ brand evaluations. Finally, we offer a comprehensive research agenda, outlining key directions for future investigation, resulting in specific research questions for marketing scholars to explore. This research provides valuable insights for both marketing scholars and practitioners on the strategic implementation of BCSNMs while engaging with their consumers.</p>

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Brand communications with self-directed negative messages: A conceptual framework and research agenda

  • 期刊论文

  • 发表日期：

    2025年9月17日

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  • Vaishnavi Kale,
  • Eda Sayin

摘要

Traditional advertisements typically portray products and brands positively when interacting with their target consumers. However, some brands embrace an unconventional approach by integrating self-directed negative messages. In this conceptual paper, we examine this counterintuitive strategy, which we term as Brand Communications with Self-Directed Negative Messages (BCSNMs). Employing theories from social psychology, linguistics, and marketing, we identify and categorize BCSNMs into three distinct types: self-deprecation, humblebragging, and two-sided messaging. Using the Psycholinguistic Model of Language Comprehension and the Elaboration Likelihood Model (ELM), we develop a framework to explain how consumer involvement influences the interpretation and subsequent evaluation of BCSNMs. Our research highlights distinctions among the three BCSNMs, emphasizing their conceptual differences and varied effects on consumers’ brand evaluations. Finally, we offer a comprehensive research agenda, outlining key directions for future investigation, resulting in specific research questions for marketing scholars to explore. This research provides valuable insights for both marketing scholars and practitioners on the strategic implementation of BCSNMs while engaging with their consumers.