Matteo De Angelis
Matteo De Angelis is a researcher in marketing and first author of a 2012 paper offering a self-enhancement account of word of mouth.
Who they are
The work of Matteo De Angelis reaches this site through the paper listed below. On this site the name is tied to Social Currency.
Key papers
De Angelis, M., Bonezzi, A., Peluso, A. M., Rucker, D. D., & Costabile, M. (2012). On braggarts and gossips: A self-enhancement account of word-of-mouth generation and transmission. Journal of Marketing Research, 49(4), 551-563. What it reports: Four experiments compared sharing one's own experiences with passing on other people's. The self-enhancement motive led people to generate positive word of mouth and worked in the opposite direction when they passed on what others had told them.
Key ideas
Social Currency: Berger's term for the first STEPPS lever: people share things that make them look good.
Sources
- De Angelis, M., Bonezzi, A., Peluso, A. M., Rucker, D. D., & Costabile, M. (2012). On braggarts and gossips: A self-enhancement account of word-of-mouth generation and transmission. Journal of Marketing Research, 49(4), 551-563.