D10. It's Meant For Me: When Serendipity Increases Word-Of-Mouth

High narcissistic consumers are more likely than low to spread word-of-mouth about serendipitous events. We explain this effect in terms of two distinct paths motivated by narcissistic admiration and narcissistic rivalry. We further offer empirical evidence for the role of psychological ownership motivation in driving word-of-mouth.



Citation:

Colleen Patricia Kirk, Joann Peck, Claire Hart, and Constantine Sedikides (2018) ,"D10. It's Meant For Me: When Serendipity Increases Word-Of-Mouth", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 914-914.

Authors

Colleen Patricia Kirk, New York Institute of Technology
Joann Peck, University of Wisconsin - Madison, USA
Claire Hart, University of South Hampton, UK
Constantine Sedikides, University of South Hampton, UK



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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