How positively do they talk? : an investigation on how self-promotion motive induces consumers to give positive word-of-mouth
This dissertation examines how product self-relatedness may induce positive word-of-mouth (WOM) behaviour. The main prediction was that product self-relatedness would increase the total amount of WOM, and cause consumers to exaggerate their opinions about products they liked. Three studies were cond...
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| Format: | Others |
| Language: | English |
| Published: |
2009
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| Online Access: | http://hdl.handle.net/2429/12902 |