Compensatory knowledge signaling in consumer word-of-mouth
Journal of Consumer Psychology, ISSN: 1057-7408, Vol: 23, Issue: 4, Page: 434-450
2013
- 109Citations
- 252Captures
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Example: if you select the 1-year option for an article published in 2019 and a metric category shows 90%, that means that the article or review is performing better than 90% of the other articles/reviews published in that journal in 2019. If you select the 3-year option for the same article published in 2019 and the metric category shows 90%, that means that the article or review is performing better than 90% of the other articles/reviews published in that journal in 2019, 2018 and 2017.
Citation Benchmarking is provided by Scopus and SciVal and is different from the metrics context provided by PlumX Metrics.
Article Description
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 (psychological closeness) of the word-of-mouth target and lay beliefs in the self-enhancement benefits of transmitting product knowledge. Content analysis of participants' product communications further supports our knowledge signaling account. The relationship between actual:ideal knowledge discrepancies and heightened word-of-mouth intentions is mediated by the specific negative emotion associated with actual:ideal self-discrepancies. Overall, the findings suggest that the relationship between consumer knowledge and word-of-mouth transmission depends not only on what you think you know, but also on what you wish you knew.
Bibliographic Details
http://www.sciencedirect.com/science/article/pii/S105774081300034X; http://dx.doi.org/10.1016/j.jcps.2013.05.002; http://www.scopus.com/inward/record.url?partnerID=HzOxMe3b&scp=84884164270&origin=inward; https://myscp.onlinelibrary.wiley.com/doi/10.1016/j.jcps.2013.05.002; https://dx.doi.org/10.1016/j.jcps.2013.05.002; https://myscp.onlinelibrary.wiley.com/doi/abs/10.1016/j.jcps.2013.05.002
Wiley
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