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.



Citation:

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.

Authors

Christilene du Plessis, Singapore Management University, Singapore
Michael Schaerer, Singapore Management University, Singapore
David Dubois, INSEAD, France



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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