Less About Me, More About You: How Self-Affirmation Changes Word-Of-Mouth Intentions For the Self Versus Others

Sara Kim, University of Hong Kong, Hong Kong, China
Ann L. McGill, University of Chicago, USA
Four studies found that self-affirmation influenced word-of-mouth (WOM), decreasing consumers’ complaints about their own negative experiences but increasing complaints on behalf of others. We further found that affirmation induced broader perspectives, which muted the intensity of the self’s experiences while intensifying an appreciation of others’ emotions.
[ to cite ]:
Sara Kim and Ann L. McGill (2013) ,"Less About Me, More About You: How Self-Affirmation Changes Word-Of-Mouth Intentions For the Self Versus Others ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.