Word of Mouth As Compensatory Consumer Behavior: Can Talking About Brands Restore Consumers’ Self-Concepts After Self-Threat?

This research shows that following self-threat, consumers’ self-concepts can be restored by spreading word of mouth (WOM) about a brand that is symbolically congruent with the threat domain. Psychological discomfort is shown to mediate this relationship and self-esteem serves as a moderator.  



Citation:

Christina Saenger, Veronica Thomas, and Dora Bock (2017) ,"Word of Mouth As Compensatory Consumer Behavior: Can Talking About Brands Restore Consumers’ Self-Concepts After Self-Threat?", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 858-859.

Authors

Christina Saenger, Youngstown State University, USA
Veronica Thomas, Towson University, USA
Dora Bock, Auburn University, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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