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Producing word of mouth – a matter of self-confidence? Investigating a dual effect of consumer self-confidence on WOM

Permanent link
https://hdl.handle.net/10037/12464
DOI
https://doi.org/10.1016/j.ausmj.2017.01.005
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accepted manuscript version (PDF)
Date
2017-03-28
Type
Journal article
Tidsskriftartikkel
Peer reviewed

Author
Wien, Anders Hauge; Olsen, Svein Ottar
Abstract
Several researchers emphasize the importance of consumer self-confidence in the production of word of mouth (WOM). However, most focus has been on consumer self-confidence as a positive WOM predictor, and a possible negative relationship between consumer self-confidence and WOM remains largely unexplained. Here, we aimed to elucidate the possibility of both a positive and a negative effect of consumer self-confidence on WOM production, attributed to different dimensions of consumer selfconfidence. Our results support this idea, demonstrating a positive effect of social consumer confidence on WOM and a negative effect of personal consumer confidence on WOM. Furthermore, we identify unique personality roots for each of the two dimensions of consumer self-confidence that provide explanations for their differential effects on WOM. In addition, this study shows that the dual effects of social and personal consumer confidence on WOM happen due to a suppression effect. Hence, we provide a statistical explanation that could be crucial in understanding the relationship between the multiple dimensions of consumer self-confidence and WOM. The findings have implications for the targeting of consumers for WOM marketing campaigns.
Description
Accepted manuscript version. Published version available at http://dx.doi.org/10.1016/j.ausmj.2017.01.005
Publisher
Elsevier
Citation
Wien, A.H., Olsen, S.O. (2017). Producing word of mouth – a matter of self-confidence? Investigating a dual effect of consumer self-confidence on WOM. Australasian Marketing Journal, 25(1):38-45
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