Advances in Consumer Psychology vol:1 pages:250-250
Society for Consumer Psychology Conference (SCP) location:San Diego, CA date:12-14 February 2009
The effects of word-of-mouth (WOM) on the receiver of the information conveyed have extensively been researched. It remains open, however, whether referral outcome has an effect on the sender. Two studies reveal that male consumers’openness to advice is lower when their own advice was not followed, and differences in self-esteem drive this effect. We show that referral failure questions the referrer’s status, and sufficiently high self-esteem is needed to bare this cost of a negative referral outcome. This result suggests that stimulating WOM behavior may backfire when the receivers ignore the recommendation.