Envy and word of mouth recommendations: Exploring personality traits and service categories

In an era where consumer behavior significantly influences market dynamics, word-of-mouth (WOM) recommendations play a critical role in shaping purchasing decisions. This study explores the intricate relationship between selected personality traits; self-esteem, competitiveness, and dispositional envy and their impact on the likelihood of engaging in WOM recommendations, particularly within service industries. Utilizing a structured survey methodology, data were collected from 219 participants and analyzed using statistical methods, including t-tests and ANOVA. The findings reveal that personality traits had no significant impact on WOM recommendations to close friends across all service categories. However, individuals with high competitiveness, particularly those scoring high in competition enjoyment, were significantly more likely to recommend financial services to their broader social circles. Ccompetitiveness and self-esteem levels influenced the willingness to share experiences on social media, particularly for financial and healthcare services. Notably, dispositional envy did not significantly affect WOM behavior, challenging prior assumptions that envious individuals are less inclined to share beneficial service experiences. By providing empirical evidence on how psychological traits influence WOM tendencies, this study contributes to the fields of consumer psychology and marketing. The insights gained offer valuable implications for businesses and marketers seeking to encourage positive WOM, particularly in industries where service recommendations are vital for consumer trust and decision making.