Marketing Letters

, Volume 17, Issue 4, pp 269–279 | Cite as

The consumer as advocate: Self-relevance, culture, and word-of-mouth

  • Cindy M. Y. Chung
  • Peter R. DarkeEmail author


This research examined the relation between self-relevance and word-of-mouth (WOM). The results of two studies suggest consumers are more likely to provide WOM for products that are relevant to self-concept than for more utilitarian products. There was also some indication that WOM was biased, in the sense that consumers exaggerated the benefits of self-relevant products compared to utilitarian products. Finally, self-relevance had a greater impact on WOM in individualist cultures than collectivist cultures, consistent with differences in the way self-concept is typically construed by these groups. Implications for marketing strategies concerning WOM are discussed.


Word of-mouth Motivation Self-concept Culture 


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Copyright information

© Springer Science + Business Media, LLC 2006

Authors and Affiliations

  1. 1.Marketing and International Business DivisionNanyang Business School, Nanyang Technological UniversitySingapore
  2. 2.Marketing Division, Sauder School of BusinessUniversity of British ColumbiaVancouverCanada
  3. 3.The Florida State University

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