The Effect of Need for Uniqueness on Word of Mouth

  title={The Effect of Need for Uniqueness on Word of Mouth},
  author={Amar Cheema and Andrew M. Kaikati},
  journal={Journal of Marketing Research},
  pages={553 - 563}
This research examines the psychosocial cost associated with positive word of mouth (WOM), which can decrease the uniqueness of possessions and thus harm high-uniqueness consumers (pilot study). As a result, high- (versus low-) uniqueness consumers are less willing to generate positive WOM for publicly consumed products that they own. However, high uniqueness does not decrease willingness to generate WOM for privately consumed products (Study 1). Study 2 demonstrates that for publicly consumed… 

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