Bragging Through an Intermediary
The use of an intermediary to convey positive information about a target person is received more favorably and is more effective than direct self-promotion by the target person. These effects persist irrespective of whether the intermediary is motivated by self-interest. However, intermediation may carry image costs for the intermediary.
Irene Scopelliti, Joachim Vosgerau, and George Loewenstein (2017) ,"Bragging Through an Intermediary", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 341-345.
Irene Scopelliti, City University of London, UK
Joachim Vosgerau, Bocconi University, Italy
George Loewenstein, Carnegie Mellon University, USA
NA - Advances in Consumer Research Volume 45 | 2017
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