Hubristic pride & prejudice: The effects of hubristic pride on negative word-of-mouth
Prior research has demonstrated how negative emotions influence negative word-of-mouth (NWOM). However, what if there exist certain positive emotions that influence consumers to spread NWOM? This research develops and tests a novel prediction that shows how a discrete positive emotion – hubristic pr...
Saved in:
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Subjects: | |
| Online Access: | https://eprints.ums.edu.my/id/eprint/25005/1/Hubristic%20pride%20%26%20prejudice%20The%20effects%20of%20hubristic%20pride%20on%20negative%20word-of-mouth.pdf https://eprints.ums.edu.my/id/eprint/25005/ https://doi.org/10.1016/j.ijresmar.2019.11.003 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|