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
Decreasing Impatience with Bundled Donations
Sachin Banker, University of Utah, USA
Crossing Race and Markets: Introducing the Race in the Marketplace Research Network
Kevin D Thomas, University of Texas at Austin, USA
Sonya Grier, American University, USA
Guillaume D Johnson, Université Paris-Dauphine
The Unbearable Smallness of Being: How Feeling Physical Small Influences Decision Delegation
Eunyoung Camilla Song, University of Florida, USA
Yanping Tu, University of Florida, USA
Rima Touré-Tillery, Northwestern University, USA