The Effect of E-WOM Receivers’ Envy on Their Behavior Through Social Networking Site: An Abstract

Akinori Ono, Ryosuke Shimizu

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

Previous research has shown that if WOM (word-of-mouth) receivers are exposed to a video message in which a person says that he/she made great efforts to earn money and purchase an attractive product, they feel benignly envious and have higher WTP (willingness to pay) for the product. In contrast, if receivers are exposed to another message in which a person says that he/she made no effort to earn money and purchase the product, they feel maliciously envious and have a higher WTP for other products.

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Pages109
Number of pages1
DOIs
Publication statusPublished - 2018

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

ASJC Scopus subject areas

  • Marketing
  • Strategy and Management

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