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The 'Unique' Challenge of Promoting Luxury Purchases With Word-of-Mouth Recommendations
The 'Unique' Challenge of Promoting Luxury Purchases With Word-of-Mouth Recommendations
Detailed Information
- 자료유형
- 학위논문 서양
- 최종처리일시
- 20260202103150
- ISBN
- 9798315797272
- DDC
- 640
- 서명/저자
- The Unique Challenge of Promoting Luxury Purchases With Word-of-Mouth Recommendations
- 발행사항
- [Sl] : Northwestern University, 2025
- 발행사항
- Ann Arbor : ProQuest Dissertations & Theses, 2025
- 형태사항
- 97 p
- 주기사항
- Source: Dissertations Abstracts International, Volume: 86-12, Section: B.
- 주기사항
- Advisor: Roese, Neal;Teeny, Jake.
- 학위논문주기
- Thesis (Ph.D.)--Northwestern University, 2025.
- 초록/해제
- 요약Although consumers' word-of-mouth (WOM) recommendations are considered one of the most effective forms of social influence, this dissertation demonstrates a domain where they are less influential: luxury goods. Across multiple laboratory experiments, a field experiment, and two archival datasets, WOM recommendations - whether communicated informally or left as a review - have a less positive influence on consumers' attitudes, product choice, and willingness to pay for luxury relative to non-luxury goods. I further show that the effect in part emerges because WOM recommendations can reduce feelings of uniqueness associated with the product or service, blunting these recommendations' positive influence in domains where uniqueness is valued, like luxury goods. In identifying the role of uniqueness, I further provide theory-based boundary conditions for when the positive influence of WOM recommendations is restored. Altogether, this dissertation offers a novel perspective on the impact and inferences of WOM recommendations, and it expands understanding of the factors that influence consumers' attitudes and actions toward luxury goods.
- 일반주제명
- Home economics
- 키워드
- Luxury
- 키워드
- Uniqueness
- 키워드
- Word of mouth
- 키워드
- Social influence
- 기타저자
- Northwestern University Marketing
- 기본자료저록
- Dissertations Abstracts International. 86-12B.
- 전자적 위치 및 접속
- 로그인 후 원문을 볼 수 있습니다.
MARC
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■00520260202103150
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■020 ▼a9798315797272
■035 ▼a(MiAaPQ)AAI31996555
■040 ▼aMiAaPQ▼cMiAaPQ
■0820 ▼a640
■1001 ▼aMyaeng, Seo Young.▼0(orcid)0000-0003-2383-4991
■24510▼aThe 'Unique' Challenge of Promoting Luxury Purchases With Word-of-Mouth Recommendations
■260 ▼a[Sl]▼bNorthwestern University▼c2025
■260 1▼aAnn Arbor▼bProQuest Dissertations & Theses▼c2025
■300 ▼a97 p
■500 ▼aSource: Dissertations Abstracts International, Volume: 86-12, Section: B.
■500 ▼aAdvisor: Roese, Neal;Teeny, Jake.
■5021 ▼aThesis (Ph.D.)--Northwestern University, 2025.
■520 ▼aAlthough consumers' word-of-mouth (WOM) recommendations are considered one of the most effective forms of social influence, this dissertation demonstrates a domain where they are less influential: luxury goods. Across multiple laboratory experiments, a field experiment, and two archival datasets, WOM recommendations - whether communicated informally or left as a review - have a less positive influence on consumers' attitudes, product choice, and willingness to pay for luxury relative to non-luxury goods. I further show that the effect in part emerges because WOM recommendations can reduce feelings of uniqueness associated with the product or service, blunting these recommendations' positive influence in domains where uniqueness is valued, like luxury goods. In identifying the role of uniqueness, I further provide theory-based boundary conditions for when the positive influence of WOM recommendations is restored. Altogether, this dissertation offers a novel perspective on the impact and inferences of WOM recommendations, and it expands understanding of the factors that influence consumers' attitudes and actions toward luxury goods.
■590 ▼aSchool code: 0163.
■650 4▼aHome economics
■653 ▼aConsumer behavior
■653 ▼aLuxury
■653 ▼aUniqueness
■653 ▼aWord of mouth
■653 ▼aSocial influence
■690 ▼a0338
■690 ▼a0386
■71020▼aNorthwestern University▼bMarketing.
■7730 ▼tDissertations Abstracts International▼g86-12B.
■790 ▼a0163
■791 ▼aPh.D.
■792 ▼a2025
■793 ▼aEnglish
■85640▼uhttp://www.riss.kr/pdu/ddodLink.do?id=T17357220▼nKERIS▼z이 자료의 원문은 한국교육학술정보원에서 제공합니다.
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