Compensatory knowledge signaling in consumer word-of-mouth ☆

Volume: 23, Issue: 4, Pages: 434 - 450
Published: Oct 1, 2013
Abstract
This paper extends prior research on consumer knowledge beliefs and word-of-mouth transmission. Findings from four studies suggest that people compensate for unfavorable discrepancies between their actual and ideal consumer knowledge with heightened efforts to signal knowledgeability through the content and volume of their word-of-mouth transmissions. This compensatory knowledge signaling effect is moderated by the self-concept relevance...
Paper Details
Title
Compensatory knowledge signaling in consumer word-of-mouth ☆
Published Date
Oct 1, 2013
Volume
23
Issue
4
Pages
434 - 450
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