Previous empirical research and anecdotal accounts suggest that “subclinical narcissism” or “average Joe’s narcissism” is one of the most prevalent social phenomena in many parts of the world. Research also suggests that there will be an unprecedented escalation “in average Joe narcissists” among future generations of consumers. The objective of this study is two-fold. The first objective of this study is to explore the moderating effect of the individual’s level of narcissistic personality on their word-of-mouth (WOM) communications. The second objective of this study is to explore the boundary conditions of the first objective. The data were collected from a large number of consumers through Amazon Mechanical Turk. The results support many of the hypotheses accordant with the characteristics of the subclinical narcissistic individual. Specifically, the moderating effect of an individual’s level of narcissistic personality trait on the decision to engage in different types of WOM communications varies across the tested contexts. This study is intended to respond to social scientists' recent call for studies that investigate the fundamental motives behind the individual’s propensity to engage in WOM communication as a function of individual characteristics. The results of this study provide some prescriptive guidance to help companies target appropriate consumers to increase the effectiveness of WOM communication. In addition, this study explores the effect of individual and contextual differences on consumers’ willingness to engage in different types of WOM communication.
| Identifer | oai:union.ndltd.org:unt.edu/info:ark/67531/metadc699949 |
| Date | 08 1900 |
| Creators | Ngamsiriudom, Waros |
| Contributors | Pelton, Lou E., Spears, Nancy Elizabeth, Pavur, Robert J., Sager, Jeffrey Kenneth |
| Publisher | University of North Texas |
| Source Sets | University of North Texas |
| Language | English |
| Detected Language | English |
| Type | Thesis or Dissertation |
| Format | viii, 129 pages : color illustrations, Text |
| Rights | Public, Ngamsiriudom, Waros, Copyright, Copyright is held by the author, unless otherwise noted. All rights reserved. |
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