Bragging Through an Intermediary

Irene Scopelliti, City University of London, UK
Joachim Vosgerau, Bocconi University, Italy
George Loewenstein, Carnegie Mellon University, USA
The use of an intermediary to convey positive information about a target person is received more favorably and is more effective than direct self-promotion by the target person. These effects persist irrespective of whether the intermediary is motivated by self-interest. However, intermediation may carry image costs for the intermediary.
[ to cite ]:
Irene Scopelliti, Joachim Vosgerau, and George Loewenstein (2017) ,"Bragging Through an Intermediary", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 341-345.