Trust Me, I Know! the Impact of Source Self-Enhancement on Persuasion in Word-Of-Mouth

Grant Packard, Wilfrid Laurier University, Canada
Andrew Gershoff, University of Texas at Austin, USA
David Wooten, University of Michigan, USA
Three studies demonstrate that trust cues impact whether source self-enhancement impedes or enhances recipient persuasion in online word of mouth. Self-enhancement increases (decreases) persuasion in the presence of a positive (negative) trust cue. Heightened recipient perceptions of source expertise mediate the effect at high (but not low) trust.
[ to cite ]:
Grant Packard, Andrew Gershoff, and David Wooten (2015) ,"Trust Me, I Know! the Impact of Source Self-Enhancement on Persuasion in Word-Of-Mouth", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 197-202.