On braggarts and gossips: A self-enhancement account of word-of-mouth generation and transmission
De Angelis, Bonezzi, Peluso, Rucker and Costabile, Journal of Marketing Research 49(4), 2012, 551-563. Four experiments comparing generation of word of mouth (sharing own experiences) with transmission (passing on others' experiences). The self-enhancement motive leads consumers to generate positive word of mouth and plays out in the opposite direction for transmission.
De Angelis, Bonezzi, Peluso, Rucker and Costabile, Journal of Marketing Research 49(4), 2012, 551-563. Four experiments comparing generation of word of mouth (sharing own experiences) with transmission (passing on others' experiences). The self-enhancement motive leads consumers to generate positive word of mouth and plays out in the opposite direction for transmission.
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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. doi:10.1509/jmr.11.0136 https://doi.org/10.1509/jmr.11.0136