The DOI matches its Crossref record; 4 of the 4 references it cites were found in a registry or an index.
The Effect of Need for Uniqueness on Word of Mouth
Abstract
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 products, WOM that includes positive recommendations is more persuasive than WOM that only contains product details. Consequently, the effect of uniqueness is more pronounced for WOM recommendations than for WOM that only provides details (Study 3). Study 4 confirms that high- (versus low-) uniqueness consumers are less willing to recommend a public product to others but are equally willing to discuss product details. Study 5 analyzes real-world WOM content and finds evidence in support of these results.
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Cites
Possessions and the Extended Self
Belk, R. W. (1988) · Journal of Consumer Research · doi:10.1086/209154 · Cited by 9,064
Consumers' Need for Uniqueness: Scale Development and Validation
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Harrison-Walker, L. J. (2001) · Journal of Service Research · doi:10.1177/109467050141006 · Cited by 1,583
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Worchel, S., Lee, J., & Adewole, A. (1975) · Journal of Personality and Social Psychology · doi:10.1037/0022-3514.32.5.906 · Cited by 271
Cited by
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Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2015) · Journal of Consumer Psychology · doi:10.1016/j.jcps.2014.11.006 · Cited by 1,084
What Drives Immediate and Ongoing Word of Mouth?
Berger, J., & Schwartz, E. M. (2011) · Journal of Marketing Research · doi:10.1509/jmkr.48.5.869 · Cited by 663
The Red Sneakers Effect: Inferring Status and Competence from Signals of Nonconformity
Bellezza, S., Gino, F., & Keinan, A. (2014) · Journal of Consumer Research · doi:10.1086/674870 · Cited by 346
“I Know Things They Don’t Know!”: The Role of Need for Uniqueness in Belief in Conspiracy Theories
Lantian, A., Muller, D., Nurra, C., & Douglas, K. M. (2017) · Social Psychology · doi:10.1027/1864-9335/a000306 · Cited by 176
The science of sharing and the sharing of science
Milkman, K. L., & Berger, J. (2014) · Proceedings of the National Academy of Sciences · doi:10.1073/pnas.1317511111 · Cited by 154
Jin, L., & Huang, Y. (2014) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2013.08.005 · Cited by 122
Customer Referral Reward–Brand–Fit: A Schema Congruity Perspective
Stumpf, C., & Baum, M. (2016) · Psychology & Marketing · doi:10.1002/mar.20896 · Cited by 40
Uppercase Premium Effect: The Role of Brand Letter Case in Brand Premiumness
Yu, Y., Zhou, X., Wang, L., & Wang, Q. (2022) · Journal of Retailing · doi:10.1016/j.jretai.2021.03.002 · Cited by 29
Approach or Avoidance? The Dual Role of Face in Fashion Consumption
Wang, W., Zhang, X.-A., Li, J., & Sun, G. (2020) · Journal of Global Marketing · doi:10.1080/08911762.2019.1654055 · Cited by 16
Metadata
- Authors
- Cheema, A., & Kaikati, A. M.
- Venue
- Journal of Marketing Research
- Publisher
- SAGE Publications
- Published
- 2010-06
- Volume
- 47
- Issue
- 3
- Pages
- 553-563
- ISSN
- 0022-2437 (ISSN-L)
- 1547-7193
- OpenAlex
- W1969100624
- Cited by
- 428
- References
- 4
- FWCI
- 65.73
- Type
- journal article
- Language
- en
- Open access
- closed
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