Investigating the consequences of word of mouth from a WOM sender’s perspective in the services context

Abstract

Employing scenario-based experiments, this paper examines the effect of word of mouth (WOM) on the sender’s intention to give future WOM about the focal service provider and the self-enhancement derived from articulating WOM. Extant WOM literature considers self-enhancement as a key driver of positive WOM. This paper provides empirical evidence that a reverse effect exists and that self-enhancement is also an outcome of WOM behaviour. Results indicate that the impact of WOM on self-enhancement has substantive significance and holds for both positive and negative WOM. The effect of WOM on intentions is only partially supported. Finally, tie strength between the WOM participants partially moderates the relationship between the variables. Importantly, the impact of negative WOM is stronger than that of positive WOM.     

Attending a tattoo convention: to seek or escape?

Utilizing Iso-Ahola’s (S. E. Iso-Ahola. The Social Psychology of Leisure and Recreation. Dubuque, IA: WC Brown Co. Publishers, 1980) seek and escape theory and social identity theory in the context of tattoo conventions, this study examines whether individual and group identity influences personal and interpersonal seeking and escaping motivations and whether these motivations influence an attendee’s self-enhancement and subsequent revisit intention. Based on an online survey (n = 350), structural equation modeling revealed that individual identity influenced personal seeking and escaping motivations, group identity influenced interpersonal seeking and escaping motivations, and personal seeking and interpersonal seeking and escaping motivations increased self-enhancement and ultimately revisit intention. Implications are provided for tattoo event managers based on findings.     

劳动力市场分割的自增强机制研究

借鉴经济学中的自增强机制理论,本文从历史变迁的视角对劳动力市场分割的形成、发展和趋势进行研究,认为我国劳动力市场分割存在一个局部正反馈的自增强循环系统。我国劳动力市场分割导致劳动密集型产业快速发展,而劳动密集型产业的快速发展导致我国人力资本收益的减小和人力资本投资量的不足,从而进一步加剧劳动力市场分割程度。因此,退出这个循环是缓解我国劳动力市场分割程度的关键。     

Social Comparison Goals and the Consumption of Advertising: Towards a More Contingent View of Young Women’s Consumption of Advertising

In this paper we use a small-scale exploratory study to challenge current interpretations of the potential effects of the portrayals of women in print advertising on young women’s self-esteem and body image. We examine how young women’s self-perception and self-esteem may be affected depending on their goal for social comparison: self-evaluation, self-improvement and self-enhancement. The results indicate that the goal for social comparison is an important moderating influence on how advertising images are interpreted and consumed. The findings confirm and extend earlier studies; and provide support for challenging prevalent views of women, firstly as passive consumers of advertising messages; secondly, as necessarily susceptible to negative self assessment in response to ideal images in advertising; and thirdly as pursuing only one goal in their consumption of advertising.     

领导排斥对员工亲组织非伦理行为的影响：自我提升动机的中介作用

基于自我提升理论,从自我提升动机和马基雅维利主义视角出发,探讨了领导排斥对员工亲组织非伦理行为的作用机制。通过对两阶段收集的451份问卷进行数据分析,结果发现:领导排斥对员工亲组织非伦理行为具有显著正向影响;员工自我提升动机在领导排斥与员工亲组织非伦理行为关系中起中介作用;员工马基雅维利主义调节了其自我提升动机与亲组织非伦理行为间的关系,即员工马基雅维利主义水平越高,其自我提升动机对亲组织非伦理行为的正向影响越强;员工马基雅维利主义正向调节员工自我提升动机在领导排斥与亲组织非伦理行为间的中介作用,即员工马基雅维利主义水平越高,其自我提升动机的中介作用越强。研究结论不仅拓展了领导排斥理论的研究,也为管理者正确认识领导排斥、管理员工遭受领导排斥后的认知与行为提供了新思路。     

物质主义对当代中国人心理影响的分析

基于当前中国社会转型带来的传统价值观体系日趋解体以及普遍存在的物质主义泛滥现象,整理与总结了物质主义的相关研究,并结合价值观冲突的相关理论及研究成果,分析了中国在社会转型与西方消费文化的双重作用下,物质主义的广泛传播以及由此引发的价值观冲突对中国人心理发展产生的影响和由此带来的社会隐患。     

Mediating roles of karma and self-enhancement in the effect of religious and spiritual primes on bystanders' reporting intention

Religious priming promotes engagement in prosocial action; however, findings about spiritual priming are relatively scant. Using Hindu (India) and Christian (U.S.) participants, a two-part study was conducted. The aim of the first part (i.e., Study 1) was to observe which motives to volunteer (i.e., egoistic or altruistic) related to religiosity and spirituality. Findings show that religiosity had a positive impact on egoistic volunteering, while spirituality had a positive impact on altruistic volunteering. The aim of the second part (i.e., Study 2) was to apply the findings from Study 1 to test priming effects in public service announcements about domestic violence prevention. The mediating effects of karma and self-enhancement in the relationship between religiosity or spirituality and reporting intention were also examined. Findings show that the religious ad was more effective than the spiritual ad in priming religiosity and spirituality among Hindus; that is, karma mediated the effect of religiosity and spirituality on their reporting intention. Among Christians, spiritual primes were effective, and self-enhancement mediated the impact of spirituality on reporting intention; at the same time, religious primes led to the direct impact of religiosity and spirituality on reporting intention. Overall, the apparent efficacy of religious and spiritual priming is promising, and the findings indicate the significance of spirituality in domestic violence prevention messaging. Theoretical and managerial implications are discussed.