We propose that consumers are more likely to share positive (negative) experiences with others after choosing from assortments perceived as larger (smaller). Four experiment provide evidence for the effect and the underlying role of consumers’ feelings of pride resulting from the interaction between consumption experience valence and perceived assortment size.
Titolo: | How Consumption Experience Valence and Perceived Assortment Size Interact to Shape Word-of-Mouth Sharing |
Autori: | Costabile, Michele [Membro del Collaboration Group] |
Data di pubblicazione: | 2017 |
Abstract: | We propose that consumers are more likely to share positive (negative) experiences with others after choosing from assortments perceived as larger (smaller). Four experiment provide evidence for the effect and the underlying role of consumers’ feelings of pride resulting from the interaction between consumption experience valence and perceived assortment size. |
Handle: | http://hdl.handle.net/11385/177995 |
Appare nelle tipologie: | 02.1 - Capitolo o saggio su monografia (Monograph’s Chapter/Essay) |
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Assortment size and WOM_FINAL.pdf | Documento in Post-print | DRM non definito | Administrator |
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