“Me, Myself and I”: When Talking About Yourself Enhances Your Word-Of-Mouth

Simon Quaschning, Ghent University, Belgium
Erlinde Cornelis, San Diego State, USA
The current research investigates how review content – the difference between first-person reviews and impersonal reviews – can affect review helpfulness. Results show that people with a utilitarian goal find first-person reviews more helpful, caused by an increased perceived reviewer similarity. This effect, however, disappears when the consumer’s goal is hedonic.
[ to cite ]:
Simon Quaschning and Erlinde Cornelis (2015) ,"“Me, Myself and I”: When Talking About Yourself Enhances Your Word-Of-Mouth", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 803-803.