What Goes Around, Comes Around: How Beliefs in Karma Influence the Use of Word of Mouth for Self-Enhancement

It is well established that consumers often engage in word of mouth to self-enhance. Self-enhancement motives are reflected in consumers’ tendency to spread negative word of mouth about others and positive word of mouth about oneself when self-views are threatened. The present research argues that this behavior is not universal. The authors contend that belief in karma moderates consumers’ tendency to transmit negative and generate positive word...