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1 The Effect of Need for Uniqueness on Word Of Mouth

By Amar Cheema, Andrew M. Kaikati and Amar Cheema (contact Person


Association for Consumer Research for their helpful comments. Both authors contributed equally to this work. The contribution of BzzAgent, Dave Balter, Amanda Culbertson-Kraemer, Ben Evarts, Matt McGlinn, and Courtney Moores in providing the real-world data used in study 5 is gratefully acknowledged. Thanks are also extended to Michael Bortinger, Rachel Cohn, Jessic

Topics: word of mouth, need for uniqueness, recommendations, social influence4 Prior research h
Year: 2009
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