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Consumer arrogance and word-of-mouth
Journal of the Academy of Marketing Science ( IF 18.2 ) Pub Date : 2020-06-11 , DOI: 10.1007/s11747-020-00725-3
Ayalla Ruvio , Richard P. Bagozzi , G. Tomas M. Hult , Richard Spreng

We investigate the widespread yet under-researched social phenomenon of consumer arrogance—the propensity to broadcast one’s superiority over others in the consumption domain. Building on the theory of positive illusions, we examine how and under what conditions triggering people’s consumer arrogance prompts their positive and negative word-of-mouth communication. In a pilot study and five experiments, we establish that triggering people’s sense of consumer arrogance will increase their word-of-mouth inclinations and behaviors. We show that triggering consumers’ sense of arrogance will result in a greater propensity for word-of-mouth communication than triggering their sense of superiority or desire to brag independently. While most consumers engage in positive word-of-mouth, consumer arrogance fuels both positive and negative word-of-mouth communication. Furthermore, whereas the former stems from self-enhancement needs, negative word-of-mouth communication arises from the needs for both self-affirmation and self-enhancement, especially in a social context. Overall, the results highlight the uniqueness and strategic potential of consumer arrogance as a social phenomenon.

中文翻译:

消费者的傲慢和口碑

我们调查了普遍但研究不足的消费者傲慢社会现象——在消费领域宣传自己优于他人的倾向。以积极错觉理论为基础,我们研究了在什么条件下触发人们的消费傲慢会促使他们进行积极和消极的口口相传。在一项试点研究和五个实验中,我们确定触发人们的消费傲慢感会增加他们的口碑倾向和行为。我们表明,触发消费者的傲慢感将导致比触发他们的优越感或独立吹嘘的愿望更大的口碑传播倾向。虽然大多数消费者都参与了积极的口口相传,消费者的傲慢会助长正面和负面的口碑传播。此外,前者源于自我提升的需要,而负面的口碑传播则源于自我肯定和自我提升的需要,尤其是在社会背景下。总体而言,结果突出了消费者傲慢作为一种社会现象的独特性和战略潜力。
更新日期:2020-06-11
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