Negative Word-Of-Mouth and Trait Self-Esteem: the Inverse Effects of Self-Liking and Self-Competence

Matthew Philp, Queens University, Canada
Martin Pyle, Ryerson University, Canada
Laurence Ashworth, Queens University, Canada
By adopting a two-dimensional view of self-esteem, results show that individuals high in self-liking will be more likely to share WOM while those high in self-competence will be less likely to share WOM. However, this only holds in cases of sharing WOM about negative consumption experiences.
[ to cite ]:
Matthew Philp, Martin Pyle, and Laurence Ashworth (2014) ,"Negative Word-Of-Mouth and Trait Self-Esteem: the Inverse Effects of Self-Liking and Self-Competence", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 640-641.