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.