D5. Bragging About Effort? Personal Effort Decreases Word-Of-Mouth

Three experiments revealed consumers were less likely to share a positive achievement to others through word-of-mouth if they spent personal effort in pursuing it, than if no effort was involved in the pursuit. We further found the effect was dismissed when consumers’ interpersonal warmth was assured by other contextual cues.



Citation:

JIEXIAN (Chloe) HUANG and Yuwei Jiang (2018) ,"D5. Bragging About Effort? Personal Effort Decreases 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: 910-910.

Authors

JIEXIAN (Chloe) HUANG, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Love is Blind: How Sensory Liking Impacts Perceptions of Unbranded Products

Jennifer L Stoner, University of North Dakota
Maria A Rodas, University of Minnesota, USA

Read More

Featured

D4. How the Product Positioning Affect the Influence of Online Consumer Reviews on Consumer Intentions

Helison Bertoli Alves Dias, Federal University of Paraná
José Carlos Korelo, Federal University of Paraná
Danielle Mantovani, Federal University of Paraná
Cecilia Souto Maior, Federal University of Paraná
Paulo Henrique Muller Prado, Federal University of Paraná

Read More

Featured

Scope Insensitivity in Debt Repayment

Daniel Mochon, Tulane University, USA
Nina Mazar, Boston University, USA
Dan Ariely, Duke University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.