Tmi: How and Why Personal Self-Disclosure Affects the Persuasiveness of Consumer Word-Of-Mouth

We demonstrate that reviewers’ sharing of intimate personal information can negatively affect WOM value. We suggest and show that this is due to readers’ perceptions of reviewers’ personal disclosure as socially inappropriate. This perception lowers readers’ liking for the reviewer, thereby reducing persuasiveness of the review and product purchase likelihood.


Carter Morgan, Zoey Chen, and Sara Loughran Dommer (2019) ,"Tmi: How and Why Personal Self-Disclosure Affects the Persuasiveness of Consumer Word-Of-Mouth", 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.


Carter Morgan, University of Miami, USA
Zoey Chen, University of Miami, USA
Sara Loughran Dommer, Georgia Tech, USA


NA - Advances in Consumer Research Volume 47 | 2019

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