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.
Citation:
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.
Authors
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
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
R1. How Consumers Deal With Brand Failure-An Individual Differences Approach
Melika Kordrostami, California State University-San Bernardino
Elika Kordrostami, Rowan University
Featured
In Pursuit of Imperfection: How Flawed Products Can Reveal Valuable Process Information
Erin P Carter, University of Maine
Peter McGraw, University of Colorado, USA
Featured
Doing it the Hard Way: More Effortful Saving Leads to Less Investing
Joshua I Morris, Stanford University, USA
Szu-chi Huang, Stanford University, USA
Christopher Bechler, Stanford University, USA