The consumer as advocate : Self-relevance , culture , and word-of-mouth

@inproceedings{Chung2006TheCA,
  title={The consumer as advocate : Self-relevance , culture , and word-of-mouth},
  author={Cindy M. Y. Chung and Peter R. Darke},
  year={2006}
}
This research examined the relation between self-relevance and word-ofmouth (WOM). The results of two studies suggest consumers are more likely to provide WOM for products that are relevant to self-concept than for more utilitarian products. There was also some indication that WOM was biased, in the sense that consumers exaggerated the benefits of self-relevant products compared to utilitarian products. Finally, self-relevance had a greater impact on WOM in individualist cultures than… CONTINUE READING
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