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
Penny for Your Preferences: Leveraging Self-Expression to Increase Prosocial Giving
Jacqueline R. Rifkin, Duke University, USA
Katherine Crain, Duke University, USA
Jonah Berger, University of Pennsylvania, USA
Q4. The notion of self-optimization in context of self-tracking and beyond
Agnieszka Krzeminska, Leuphana University Lüneburg
Dorthe Brogård Kristensen, University of Southern Denmark, Denmark
Which Healthy Eating Nudges Work Best? A Meta-Analysis of Field Experiments
Romain Cadario, IESEG School of Management
Pierre Chandon, INSEAD, France