Tie Strength and Need For Uniqueness Influences on Positive Word of Mouth

Amar Cheema, University of Virginia, USA
Andrew Kaikati, University of Georgia, USA
Three studies demonstrate that consumers’ desire to be unique attenuates WOM across strong ties, but not across weak ties. This occurs because the increased similarity of close others is psychologically costly for high-uniqueness consumers. The findings are ironic, given the strength of weak ties in disseminating marketplace information.
[ to cite ]:
Amar Cheema and Andrew Kaikati (2011) ,"Tie Strength and Need For Uniqueness Influences on Positive Word of Mouth", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.