Pride & Prejudice: How an Individual’s Hubris Makes Them Say Bad Things About Your Brand

Author(s)
Septianto, Felix
Northey, Gavin
Chiew, Tung Moi
Andonopoulos, Vicki
Ngo, Liem Viet
Griffith University Author(s)
Year published
2019
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Abstract
This research develops and tests a novel prediction that hubristic pride can increase negative word of mouth following a service failure. Results from six experiments show that the effect of hubristic pride is driven by increased psychological entitlement.
Journal Title
Advances in Consumer Research
Volume
47
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Copyright Statement
Self-archiving of the author-manuscript version is not yet supported by this journal. Please refer to the journal link for access to the definitive, published version or contact the author[s] for more information.
Subject
Marketing
Marketing communications
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