When Boastful Word of Mouth Helps versus Hurts Social Perceptions and Persuasion

Although self-enhancement has recently been established as a central motive for sharing word-of-mouth information, little is known about the impact of self-enhancing assertions (e.g., boasting) on persuasion. We theorize, and demonstrate in three studies, that although boasting is perceived negative...

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Veröffentlicht in:	The Journal of consumer research 2016-06, Vol.43 (1), p.26-43
Hauptverfasser:	PACKARD, GRANT, GERSHOFF, ANDREW D., WOOTEN, DAVID B.
Format:	Artikel
Sprache:	eng
Schlagworte:	Consumer behavior Decision making Social perception Studies Trust Word of mouth advertising
Online-Zugang:	Volltext
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