Coincidental brand origins influence persuasion based on need for cognition

Abstract

Purpose Many brands claim they were born by coincidence, yet the effects and contingencies of this communication strategy are little understood by extant marketing research on unexpected events. This study aims to investigate how consumers react to brand communications portraying a coincidental vs planned origin. Design/methodology/approach This research presents five experimental studies embedding coincidental brand origins into different types of marketing communications (i.e. crowdfunding campaigns, visual ads and brand biographies). Findings This research finds that coincidental brand origins increase persuasion (measured as money pledged to a crowdfunding campaign, overall brand equity and purchase intention) but only for consumers high in need for cognition (NFC). This effect is mediated by processing enjoyment, as the intrinsic need for thinking that characterizes high NFC consumers is satisfied by the opportunity to process the coincidence. Further to process, the authors show that explicitly providing an explanation for the coincidence makes the effect disappear, as this deprives high-NFC consumers of the opportunity to autonomously engage in and enjoy the cognitive process. Practical implications Brand managers able to leverage coincidences in their storytelling efforts should target high-NFC consumers and should not provide an explanation for the coincidences. Originality/value This research advances the limited literature on how consumers react to coincidences in a marketing context, the understanding of how brand communication strategies persuade consumers through information processing and the NFC literature.