How Consumption Experience Valence and Perceived Assortment Size Interact to Shape Word-Of-Mouth Sharing

We propose that consumers are more likely to share positive (negative) experiences with others after choosing from assortments perceived as larger (smaller). Four experiment provide evidence for the effect and the underlying role of consumers’ feelings of pride resulting from the interaction between consumption experience valence and perceived assortment size.



Citation:

Matteo De Angelis, Gregory Carpenter, David Dubois, and Michele Costabile (2017) ,"How Consumption Experience Valence and Perceived Assortment Size Interact to Shape Word-Of-Mouth Sharing", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 578-579.

Authors

Matteo De Angelis, Luiss University, Italy
Gregory Carpenter, Northwestern University, USA
David Dubois, INSEAD, France
Michele Costabile, Luiss University, Italy



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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