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

Akinori Ono, Ryosuke Shimizu

研究成果: Chapter

抄録

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.

本文言語English
ホスト出版物のタイトルDevelopments in Marketing Science
ホスト出版物のサブタイトルProceedings of the Academy of Marketing Science
出版社Springer Nature
ページ109
ページ数1
DOI
出版ステータスPublished - 2018

出版物シリーズ

名前Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN(印刷版)2363-6165
ISSN(電子版)2363-6173

ASJC Scopus subject areas

  • マーケティング
  • 戦略と経営

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