Prestige and Dominance: How eWOM Differs Between Consumers High in Authentic and Hubristic Pride

• Published in: Frontiers in psychology Vol. 13; p. 898946
• Main Authors: Liu, Jiayao, Xiong, Qingyun, Zhong, Jianan
• Format: Journal Article
• Language: English
• Published: Frontiers Media S.A 15.06.2022
• Subjects: authentic pride; dominance; electronic word-of-mouth (eWOM); hubristic pride; prestige; Psychology

Electronic word-of-mouth (eWOM) influences consumers' purchase decisions, but few studies have investigated the antecedents that lead consumers to create different types of eWOM. From the perspective of social interactions, this research explored how two subtypes of pride not only compel consum...