Sharing Like a Boss: How a Consumer’S Position in the Hierarchy Influences Word-Of-Mouth Valence
How does a consumer’s position in the hierarchy affect the WOM they share with others? Five studies demonstrate that consumers who are higher (vs. equal or lower) in rank than the recipient of their message share less positive messages because they are less motivated to affiliate with the recipient.
Christilene du Plessis, Michael Schaerer, and David Dubois (2019) ,"Sharing Like a Boss: How a Consumer’S Position in the Hierarchy Influences Word-Of-Mouth Valence", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 227-231.
Christilene du Plessis, Singapore Management University, Singapore
Michael Schaerer, Singapore Management University, Singapore
David Dubois, INSEAD, France
NA - Advances in Consumer Research Volume 47 | 2019
A9. I know It’s not real, but I like it!
Junxian Yang, Singapore University of Social Sciences
Yue Wang, Singapore University of Social Sciences
Jufinnie Lim, Singapore University of Social Sciences
Yu-chen Hung, Singapore University of Social Sciences
Assemblages of Denim: Transforming from Mundane to Remarkable Consumption Object
Eminegül Karababa, Middle East Technical University
Mahmut Sami Islek, Eskisehir Osmangazi University
Ufuk Ay, KTO Karatay University
Ecce Machina Humana: Examining Competence and Warmth in Consumer Robots The two fundamental social judgment dimensions-competence and warmth-are as relevant for judging consumer robots as for humans. We find that competence has an increasing positive eff