000			01650pab a2200205 454500
008			140923b0 xxu||||| |||| 00| 0 eng d
040			_cWelingkar Institute of Management Development & Research, Mumbai _aWelingkar Institute of Management Development & Research, Mumbai
041			_aENG
082			_a _bChe
100			_aCheema Amar
245			_aEffect of Need for Uniqueness on Word of Mouth
250			_a3
260			_a _bJune 2010 _c0
300			_a553-563 Pp.
490			_vXLVII
520			_aThis 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.
650			_aWord of Mouth, New Products
856			_uhttp://192.168.6.13/libsuite/mm_files/Articles/AR11980.pdf
906			_a40337
999			_c31746 _d31746