Abstract
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.
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This paper is based on the first author’s doctoral dissertation
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Chung, C.M.Y., Darke, P.R. The consumer as advocate: Self-relevance, culture, and word-of-mouth. Market Lett 17, 269–279 (2006). https://doi.org/10.1007/s11002-006-8426-7
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DOI: https://doi.org/10.1007/s11002-006-8426-7