Bragging Through an Intermediary

Scopelliti, I., Vosgerau, J. & Loewenstein, G. (2018). Bragging Through an Intermediary. Advances in Consumer Research, 45,

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The use of an intermediary to convey positive information about a target person is received more favorably and is more effective than direct self -promotion by the target person . These effects persist irrespective of whether the intermediary is motivated by self-interest . However, intermediation may carry image costs for the intermediary.

Item Type: Article
Additional Information: © 2017 Association for Consumer Research. Permission to add this article to City Research Online has been granted by the publisher.
Divisions: Cass Business School > Faculty of Management

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