Prestige and dominance: how ewom differs between consumers high in authentic and hubristic pride

HIGHLIGHTS

• who: Jianan Zhong from the Department of Psychology and Behavioral Sciences, Zhejiang University, Hangzhou, China have published the paper: Prestige and Dominance: How eWOM Differs Between Consumers High in Authentic and Hubristic Pride, in the Journal: (JOURNAL)
• what: Considering that pride is the emotion most relevant to the acquisition of social status (Cheng et_al, 2010; Sznycer et_al, 2017), this research explores the influence of pride on different types of eWOM behaviors. eWOM can be divided into different types. The authors focus on the discrete positive emotion of pride, which is important in individual pursuits of . . .
  

   

  

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