Traditional word-of-mouth marketing required a network of locals who could vouch for a product or service. Today that network exists online, but does electronic word-of-mouth (eWOM) hold the same power to influence purchase decisions?
You’ve heard of reciprocation, the idea that when you perform a favor for another they feel compelled to give something back, even when they dislike you (Regan, 1971). But did you know the motivations that compel those feelings differ based on
A study by Berg and Kim (2016) showed that harsh group norms lead group members to self-filter based on
I want you in my group. My tribe. My sinister syndicate. My brand is powerful and as an individual you can identify. You can align with entrepreneurship and you can get on board as a rebel who slings the middle finger to the man. But what about those who just don’t get it? New people …