Consumer arrogance and word-of-mouth
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DOI: 10.1007/s11747-020-00725-3
Abstract: We investigate the widespread yet under-researched social phenomenon of consumer arrogance—the propensity to broadcast one’s superiority over others in the consumption domain. Building on the theory of positive illusions, we examine how and under what… read more here.
Keywords: word mouth; consumer arrogance; arrogance;