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

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.


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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 640-641.


Matthew Philp, Queens University, Canada
Martin Pyle, Ryerson University, Canada
Laurence Ashworth, Queens University, Canada


NA - Advances in Consumer Research Volume 42 | 2014

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