Word-of-mouth (WOM) has become one of the most important ways consumers obtain and deliver self-image. However, little research has investigated how product type influences consumers’ WOM intention through self-presentation motivation. Across six studies, this research explores how, why, when, and for whom the product type matters in self-presentation and WOM. Specifically, Study 1A and Study 1B demonstrate that consumers are more likely to engage in WOM for experiential (vs material products) regardless of the type of WOM. Study 2 investigates whether this effect is mediated by promotion-oriented rather than prevention-oriented self-presentation. Finally, three moderator studies, including self-affirmation (Study 3), materialism (Study 4), and need for uniqueness (Study 5), illustrate when and whose WOM intention is more likely to be influenced. This research contributes to theory and practice in impression management and the growing literature on WOM intention.
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