Pride & Prejudice: How an Individual’s Hubris Makes Them Say Bad Things About Your Brand
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Northey, Gavin
Chiew, Tung Moi
Andonopoulos, Vicki
Ngo, Liem Viet
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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.
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Advances in Consumer Research
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47
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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.
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Marketing
Marketing communications
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Citation
Septianto, F; Northey, G; Chiew, TM; Andonopoulos, V; Ngo, LV, Pride & Prejudice: How an Individual’s Hubris Makes Them Say Bad Things About Your Brand, Advances in Consumer Research, 2019, 47, pp. 840-841