Less About Me, More About You: How Self-Affirmation Changes Word-Of-Mouth Intentions For the Self Versus Others

Abstract

Four studies found that self-affirmation influenced word-of-mouth (WOM), decreasing consumers’ complaints about their own negative experiences but increasing complaints on behalf of others. We further found that affirmation induced broader perspectives, which muted the intensity of the self’s experiences while intensifying an appreciation of others’ emotions.