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

Share Proceeding

Featured papers

See More


H7. Too Risky to Be Luxurious: Stigmatized Luxury Product Attributes Can Weaken or Increase Social Risk to Determine Conspicuous Consumption

Jerry Lewis Grimes, Grenoble Ecole de Management
Yan Meng, Grenoble Ecole de Management

Read More


Consumers’ Attitudes Towards Their Rights and Responsibilities in the Sharing Economy: An Ideological Perspective

Marylouise Caldwell, University of Sydney, Australia
Steve Elliot, University of Sydney, Australia
Paul Henry, University of Sydney, Australia
Marcus O'Connor, University of Sydney, Australia

Read More


How the Unconstructed Identity Relieves Consumers of Identity-Relevant Consumption

Tracy Rank-Christman, University of Wisconsin - Milwaukee, USA
Lauren Poupis, Iona College

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.