Abstract
ABSTRACT Businesses strive toward winning awards, following the belief that the more times they win an award, the more positive they will be viewed by consumers. However, the current research highlights a context where increasingly winning an award over a period can backfire. Across two experiments, results reveal that although repeatedly winning an award enhances superiority perceptions relative to existing competitors, consumers conclude the award is uncompetitive, which increases the likelihood of switching to newly introduced competitors. This effect holds for primary (e.g., quality) and tangential (e.g., sustainability) awards, is pronounced for those who trust awards, and reveals important marketplace implications.
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