About
My expertise, my passion, is ⭐️COMMUNICATION⭐️. As an executive communication coach at…
Services
Articles by Andrea
Contributions
Activity
-
Gisèle Pelicot’s husband Dominique drugged, raped, and invited other men over to rape her from 2011 to 2020. Today, a French court convicted…
Gisèle Pelicot’s husband Dominique drugged, raped, and invited other men over to rape her from 2011 to 2020. Today, a French court convicted…
Liked by Andrea Wojnicki, MBA DBA
-
Is your LinkedIn profile optimized? Does your LinkedIn profile reflect your personal brand? With this FREE tip sheet, you can step it up a…
Is your LinkedIn profile optimized? Does your LinkedIn profile reflect your personal brand? With this FREE tip sheet, you can step it up a…
Shared by Andrea Wojnicki, MBA DBA
Experience
Education
-
Harvard Business School
Dissertation: "Talking About Products, Talking About Me: Consumers' subjective expertise and word-of-mouth behaviors"
-
-
Licenses & Certifications
Publications
-
A Simple Way to Introduce Yourself
Harvard Business Review
Many of us dread the self-introduction, be it in an online meeting or at the boardroom table. Here is a practical framework you can leverage to introduce yourself with confidence in any context, online or in-person: Present, past, and future. You can customize this framework both for yourself as an individual and for the specific context. Perhaps most importantly, when you use this framework, you will be able to focus on others’ introductions, instead of stewing about what you should say about…
Many of us dread the self-introduction, be it in an online meeting or at the boardroom table. Here is a practical framework you can leverage to introduce yourself with confidence in any context, online or in-person: Present, past, and future. You can customize this framework both for yourself as an individual and for the specific context. Perhaps most importantly, when you use this framework, you will be able to focus on others’ introductions, instead of stewing about what you should say about yourself.
-
Signaling Success: Word of Mouth as Self-Enhancement
Customer Needs & Solutions
This paper highlights the significance and implications of self-enhancement as an important motivation for consumers’ word-of-mouth behaviors. The authors predict and demonstrate that following a given positive consumption experience, experts generate more WOM than if the experience was negative and more than novices. They do so because WOM regarding positive, successful experiences can serve as an indicator, or signal, of expertise. Four controlled experiments and one empirical study support…
This paper highlights the significance and implications of self-enhancement as an important motivation for consumers’ word-of-mouth behaviors. The authors predict and demonstrate that following a given positive consumption experience, experts generate more WOM than if the experience was negative and more than novices. They do so because WOM regarding positive, successful experiences can serve as an indicator, or signal, of expertise. Four controlled experiments and one empirical study support the theory. This pattern is intensified when consumers’ expertise self-concepts are salient, and it diminishes when the context does not present the opportunity to self-enhance because the outcome of the experience is not attributable to the consumer’s expertise or because the distinction between good and bad products does not require expertise.
-
Money Talks - Harnessing the Power of Referral Rewards
Aimia Insititute
This study investigated the effectiveness of intrinsic versus extrinsic motivations for consumers' online social-network referrals, specifically across “opinion leaders” and “non–opinion leaders.” The authors utilized a unique dataset that matched a survey with an online field experiment. The empirical results indicated “money talks”—that is, online referral rates were higher when extrinsic rewards were conferred. Notably, the effect of an extrinsic reward was significantly stronger among…
This study investigated the effectiveness of intrinsic versus extrinsic motivations for consumers' online social-network referrals, specifically across “opinion leaders” and “non–opinion leaders.” The authors utilized a unique dataset that matched a survey with an online field experiment. The empirical results indicated “money talks”—that is, online referral rates were higher when extrinsic rewards were conferred. Notably, the effect of an extrinsic reward was significantly stronger among opinion leaders. In this paper, the authors highlight the significance of reputational concerns and referral motivations in this context. Opinion leaders may have developed a reputation of intrinsically motivated referrals across their social networks, shielding them from potential loss of social capital associated with extrinsic rewards.
Other authorsSee publication -
Lost in Translation: The Social Shaping of Marketing Messaging
GfK Marketing Intelligence Review
-
Money Talks ... to Online Opinion Leaders: What Motivates Opinion Leaders To Make Social-Network Referrals?
Journal of Advertising Research
-
Signaling success: Strategically-positive word of mouth
University of Maryland
-
Networked narratives: Understanding word-of-mouth marketing in online communities
Journal of Marketing
-
Word-of-Mouth as Self-Enhancement
Summary of Harvard Dissertation (SSRN Working paper with dissertation advisor Professor David Godes)
Honors & Awards
-
"Top 3 most read article of 2023"
Harvard Business Review
Dr. Andrea Wojnicki's article: "A Simple Way to Introduce Yourself" was one of HBR's top 3 most read articles of 2023. (https://hbr.org/year-in-review)
-
"Most Read Article" of 2022 - Harvard Business Review "A Simple Way to Introduce Yourself"
Pocket App
https://getpocket.com/collections/pocket-most-read-articles-in-2022
Andrea Wojnicki's Harvard Business Review article "A Simple Way to Introduce Yourself" won the Pocket App "most read article" award -
Foundation Chair's Award
North York General Hospital Foundation
Presented to the most worthy Board Member who exemplifies outstanding caring and volunteerism.
-
Rotman Teaching Award
University of Toronto Rotman School
-
ABCD - Above & Beyond the Call of Duty
Kraft Canada
-
ABCD - Above & Beyond the Call of Duty
Kraft Canada
-
Graduated with Distinction - Dean's List
York University
Recommendations received
8 people have recommended Andrea
Join now to viewOther similar profiles
Explore collaborative articles
We’re unlocking community knowledge in a new way. Experts add insights directly into each article, started with the help of AI.
Explore More