On Braggarts and Gossips: Why Consumers Generate Positive but Transmit Negative Word-of-Mouth

Past research has presented conflicting evidence as to whether consumers are more likely to share positive or negative word-of-mouth. We offer a novel theoretical perspective to reconcile this conflict by comparing the generation of word-of-mouth (i.e., consumers sharing information about their own experiences) to the transmission of word-of-mouth (i.e., consumers passing-on information about experiences they heard occurred to others). We suggest that the self-enhancement motive leads consumers to generate positive word-of-mouth, but also to transmit negative word-of-mouth. Evidence for self-enhancement motives playing out in a unique fashion at word-of-mouth generation and transmission is presented across a series of four experiments.