Recall the Past: How Actors’ and Observers’ Perspective Affect Word of Mouth

This research examines how the visual perspectives that people use to recall their past consumption experience (actor vs. observer) affect their subsequent sharing. Two experiments showed that taking an observer perspective reduces consumers’ sharing of negative word of mouth through the mediating role of attention-seeking motivation.



Citation:

Ran Li (2020) ,"Recall the Past: How Actors’ and Observers’ Perspective Affect Word of Mouth", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1230-1230.

Authors

Ran Li, Chinese University of Hong Kong, China



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

E2. Donation versus Adoption: How the Mode of Helping Moderates the Effect of Emotions on Helping

Ziqi Shang, Renmin University of China
Xiuping Li, National University of Singapore, Singapore
aradhna krishna, University of Michigan, USA

Read More

Featured

K11. Effects of Emotional vs. Rational Thinking on Consumer Responses to Verbal Precision

Ann Kronrod, University of Massachusetts, USA
Guang-Xin Xie, University of Massachusetts Boston
Shai Danziger, Tel Aviv University, Israel

Read More

Featured

O2. The Streaking Star Effect: Why People Want Individual Winning Streaks to Continue More than Group Streaks

Jesse Walker, Cornell University, USA
Thomas Gilovich, Cornell University, USA

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.