Amna Kirmani

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Amna Kirmani is the Ralph J. Tyser Professor of Marketing at the Robert H. Smith School of Business at the University of Maryland. Her research interests include ​morality, persuasion knowledge, ​online communication, ​and branding. Her work has been published in several journals, including the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, and Journal of Consumer Psychology. Her papers have won the Paul Green Award in the Journal of Marketing Research, the Maynard Award in the Journal of Marketing, and the Best Paper Award in the Journal of Advertising. She is ​Editor-in-Chief of the Journal of Consumer Psychology​ and forthcoming Co-Editor of the Journal of Consumer Research.

Empathy for the Benevolent Underdog

Consumers Respond When Upstarts Tout Their Morality

Brands like Nantucket Nectars, Ben & Jerry's, Toms Shoes, Burt's Bees and Lifeway have thrived against bigger, longer-established competitors. They’ve emphasized modest roots and played up virtues like product health benefits and their social consciousness or environmental consciousness.  Appearing resource-modest, but highly moral, they’re tapping into the adage “consumers gravitate to underdogs.”

In Fashion, If It's Hot, Let It Drop

When a hot designer wants a blast of interest in a new product line, there's a single strategy that has recently risen to the top: The drop. It's the sudden availability of a buzz-worthy new item, online or in a limited location, and in very limited quantities. If you want to get it, you gotta move quickly. The drop is a competitive shopping sport. And that's precisely the point. The Smith School's Amna Kirmani explains. Read more...

Fearless Idea 13: Play the Underdog Card

Brands like Nantucket Nectars, Ben & Jerry's, Toms Shoes, Burt's Bees and Lifeway have thrived against bigger, longer-established competitors. Appearing resource-modest, but highly moral, they’re tapping into the adage “consumers gravitate to underdogs.” Can this formula work for a newly launched personal service provider going up against established competitors? Yes, but with some extra work, according to a recent study by Smith School professor Amna Kirmani. Read more...

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