D6. How to Boast Appropriately When Word of Mouth Flows Internationally?
The current research explores the interaction effect between "Prophase Word-of-Mouth" and "Boastful Communication Strategy" on consumers' purchase intention. Through two experiments we found when PWOM valence is high, managers should use a high-level "Boastful Communication Strategy", when PWOM valence is low, managers should use a low-level boasting strategy.
Xingyu Wang, Yaping Chang, and Jun Yan (2018) ,"D6. How to Boast Appropriately When Word of Mouth Flows Internationally?", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 932-932.
Xingyu Wang, Huazhong University of Science and Technology, China
Yaping Chang, Huazhong University of Science and Technology, China
Jun Yan, Huazhong University of Science and Technology, China
NA - Advances in Consumer Research Volume 46 | 2018
Narrow Algorithmic Searches Perpetuate Bias
Eugina (Wai Lun) Leung, Erasmus University Rotterdam, The Netherlands
Oleg Urminsky, University of Chicago, USA
How Matte Product Surface Enhances Perceived Durability
Taehoon Park, University of South Carolina, USA
Junghan Kim, Singapore Management University, Singapore
H2. Influencing Consumer Response to Products with High Styling: The Role of Mindsets
Ying-Ching Lin, National Chengchi Uniersity, Taiwan
Angela Chang, Northeastern University, USA