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



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