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

Cindy Chung () and Peter Darke ()

Marketing Letters, 2006, vol. 17, issue 4, 269-279

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. Copyright Springer Science + Business Media, LLC 2006

Keywords: Word of-mouth; Motivation; Self-concept; Culture (search for similar items in EconPapers)
Date: 2006
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (23)

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DOI: 10.1007/s11002-006-8426-7

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