From impression to expression: How warmth and competence in relaxing and challenging activities shape pleasure and eWOM
(2024)
Journal Article
Su, L., Wang, X., Lin, Z., & Xiao, S. (online). From impression to expression: How warmth and competence in relaxing and challenging activities shape pleasure and eWOM. Psychology and Marketing, https://doi.org/10.1002/mar.22113
This research investigates how aligning service providers’ warmth and competence with the nature of leisure activities (relaxing vs. challenging) influences pleasure and electronic word-of-mouth (eWOM) sharing. Through a series of five studies, inclu... Read More about From impression to expression: How warmth and competence in relaxing and challenging activities shape pleasure and eWOM.