Hubristic pride & prejudice: The effects of hubristic pride on negative word-of-mouth

• Main Authors: Felix Septianto, Gavin Northey, Chiew, Tung Moi, Liem Viet Ngo
• Format: Article
• Language: English
• Subjects: BF Psychology
• Online Access: https://eprints.ums.edu.my/id/eprint/25005/1/Hubristic%20pride%20%26%20prejudice%20The%20effects%20of%20hubristic%20pride%20on%20negative%20word-of-mouth.pdf; https://eprints.ums.edu.my/id/eprint/25005/; https://doi.org/10.1016/j.ijresmar.2019.11.003
• Institution: Universiti Malaysia Sabah

Prior research has demonstrated how negative emotions influence negative word-of-mouth (NWOM). However, what if there exist certain positive emotions that influence consumers to spread NWOM? This research develops and tests a novel prediction that shows how a discrete positive emotion – hubristic pr...