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

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.


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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 803-803.


Simon Quaschning, Ghent University, Belgium
Erlinde Cornelis, San Diego State, USA


NA - Advances in Consumer Research Volume 43 | 2015

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