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

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Author Info
Cindy Chung ()
Peter Darke ()
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

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File URL: http://hdl.handle.net/10.1007/s11002-006-8426-7
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Publisher Info
Article provided by Springer in its journal Marketing Letters.

Volume (Year): 17 (2006)
Issue (Month): 4 (December)
Pages: 269-279
Download reference. The following formats are available: HTML (with abstract), plain text (with abstract), BibTeX, RIS (EndNote, RefMan, ProCite), ReDIF
Handle: RePEc:kap:mktlet:v:17:y:2006:i:4:p:269-279

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Web page: http://www.springerlink.com/link.asp?id=100312

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Related research
Keywords: Word of-mouth; Motivation; Self-concept; Culture;

References listed on IDEAS
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  1. Mizerski, Richard W, 1982. " An Attribution Explanation of the Disproportionate Influence of Unfavorable Information," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 9(3), pages 301-10, December.
  2. Belk, Russell W, 1988. " Possessions and the Extended Self," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 15(2), pages 139-68, September.
  3. Richins, Marsha L, 1994. " Special Possessions and the Expression of Material Values," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 21(3), pages 522-33, December.
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