Pride & Prejudice: How an Individual's Hubris Makes Them Say Bad Things About Your Brand

Ngo et al's research makes several important implications, theoretically and managerially. First, the research contributes to the emotion and WOM literature by demonstrating how incidental emotions that are unrelated to a firm's negative performance can influence negative WOM following a s...

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Bibliographic Details
Published inAdvances in Consumer Research Vol. 47; pp. 840 - 841
Main Authors Septianto, Felix, Northey, Gavin, Chiew, Tung Moi (Eileen), Andonopoulos, Vicki, Ngo, Liem Viet
Format Conference Proceeding
LanguageEnglish
Published Urbana Association for Consumer Research 01.01.2019
Subjects
Communication
Consumers
Emotions
Marketing
Word of mouth advertising
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Summary:Ngo et al's research makes several important implications, theoretically and managerially. First, the research contributes to the emotion and WOM literature by demonstrating how incidental emotions that are unrelated to a firm's negative performance can influence negative WOM following a service failure. Second, it establishes the underlying process driving the effect of hubristic pride -psychological entitlement - and test a boundary condition of the emotion effects. That is, when consumers' attention is directed to helping other people, the hubristic pride effect is attenuated. Managerially, these findings are beneficial for firms and service providers to understand how to minimize the potential backlash of using positive emotions in their marketing communications, especially when service failures occur.
ISSN:0098-9258