Compensatory knowledge signaling in consumer word-of-mouth
Packard and Wooten, Journal of Consumer Psychology 23(4), 2013, 434-450. Four studies: people whose actual product knowledge fell short of desired knowledge tried to appear knowledgeable, sharing more and more detailed word of mouth. Stronger when the audience was psychologically close and when people believed sharing knowledge would boost self-image; analysis of actual messages supported the account; the link ran through feelings tied to the gap between actual and ideal self.
Packard and Wooten, Journal of Consumer Psychology 23(4), 2013, 434-450. Four studies: people whose actual product knowledge fell short of desired knowledge tried to appear knowledgeable, sharing more and more detailed word of mouth. Stronger when the audience was psychologically close and when people believed sharing knowledge would boost self-image; analysis of actual messages supported the account; the link ran through feelings tied to the gap between actual and ideal self.
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Packard, G. M., & Wooten, D. B. (2013). Compensatory knowledge signaling in consumer word-of-mouth. Journal of Consumer Psychology, 23(4), 434-450. doi:10.1016/j.jcps.2013.05.002 https://doi.org/10.1016/j.jcps.2013.05.002