Abstract

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.

Publication Type:	Article
Additional Information:	© 2017 Association for Consumer Research. Permission to add this article to City Research Online has been granted by the publisher.
Departments:	Bayes Business School > Management

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