Share My Failure, Not My Success: How People Make Ubiquity Judgments Based on Past Events

This research examines how consumers judge the ubiquity of positive (vs. negative) events experienced by themselves (vs. others). Across two studies, we demonstrate that consumers evaluate their own negative experience to be more ubiquitous than the same event experienced by another person. This pattern reversed for positive experiences.



Citation:

Mengmeng Niu, Maximilian Gaerth, and Florian Kraus (2020) ,"Share My Failure, Not My Success: How People Make Ubiquity Judgments Based on Past Events", 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: 786-787.

Authors

Mengmeng Niu, University of Mannheim, Germany
Maximilian Gaerth, University of Mannheim, Germany
Florian Kraus, University of Mannheim, Germany



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

P12. Disclosure of Project Risk in Crowdfunding

Jooyoung Park, Peking University
KEONGTAE KIM, Chinese University of Hong Kong, China

Read More

Featured

When Sharing Isn’t Caring: The Influence of Seeking the Best on Sharing Favorable Word of Mouth about Unsatisfactory Purchases

Nicholas J. Olson, Texas A&M University, USA
Rohini Ahluwalia, University of Minnesota, USA

Read More

Featured

How Categories Transform Markets through Non-Collective, Non-Strategic Collaboration

Pierre-Yann Dolbec, Concordia University, Canada
Shanze Khan, Concordia University, Canada

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.