Why Compliments Between Rivals Still Win Us Over

When people think about brand rivalries today, the first example that usually comes to my mind is Android versus Apple. This rivalry has been so strong for so long that people often label themselves as either Team Droid or Team Apple. Most of my life I’ve been Team Droid, which makes this rivalry especially fun to look at through a marketing lens. That simple label becomes part of a person’s identity. For years, both brands leaned into this divide. Apple positioned itself as sleek and intuitive, while Android highlighted flexibility and customization. Traditional rivalry ads focused on showing why one option was the smarter or more innovative choice. The goal was to make consumers pick a side and stay loyal.

More recently, brands have begun to shift their approach. Instead of constantly trying to outshine the competition, some companies have discovered that praising a competitor can actually strengthen their brand image. One well known example is Dove. Dove often praises other beauty and skincare brands for promoting healthy self esteem or for challenging harmful beauty standards. By acknowledging a competitor’s positive actions, Dove positions itself as caring and socially aware. This makes consumers view the brand as warm and authentic rather than aggressive.

Consumers tend to respond favorably to competitor praise because it feels emotionally mature and genuine. When a company recognizes a rival’s strengths, it communicates confidence. People naturally gravitate toward brands that feel secure and kind. This response is also connected to the way our minds process information. Consumer psychologists Peracchio and Luna explain that thin-slice theory describes how people make quick judgments based on very small cues, often without conscious effort. A single compliment from a brand can trigger an immediate positive impression that the company is trustworthy or thoughtful.

These fast impressions matter because many consumer decisions rely on quick, automatic processing rather than long, deliberate analysis, as Babin and Harris point out in our consumer behavior textbook. When people instantly feel good about a brand, they are more likely to stay engaged, explore what the company offers, and even consider buying from them. Warmth creates connection, and connection builds intent. This is why a small moment of praise can have such a powerful influence on consumer behavior.

There are times when praising a competitor might not work. If the praise feels forced or insincere, consumers may interpret it as manipulative. The strategy also becomes risky when the competing brand is facing controversy or has a damaged reputation. Complimenting a company that the public already distrusts can backfire and make the praising brand seem out of touch. The approach also loses impact when the two brands have a long history of hostility. A sudden shift toward friendliness may confuse consumers instead of building trust.

Overall, the Apple versus Android rivalry shows how competition shapes identity, but modern marketing reveals something deeper. Warmth and authenticity are becoming just as influential as traditional comparison tactics. When a brand praises a competitor in a thoughtful, genuine way, it invites consumers to see it as confident and relatable. That small gesture can transform a rivalry into an opportunity for connection.

References

Babin, B. J., & Harris, E. (2021). CB (9th ed.). Cengage Learning US. <a href="http://<a>https://mbsdirect.vitalsource.com/books/9798214339405Consumer Behavior Textbook

Peracchio, L. A., & Luna, D. (2006). The role of thin-slice judgments in consumer psychology. Journal of Consumer Psychology, 16(1), 25–32.