Purpose This study investigates the psychological mechanisms driving braggart word-of-mouth (WOM) in luxury hotel consumption. Drawing on Cognitive Appraisal Theory (CAT) and Compensatory Control Theory (CCT), it examines how ambivalence toward luxury hotels evokes negative emotions that stimulate mood-alleviating motivation, social recognition consumption, and self-enhancing communication behaviors. The moderating roles of income and education are also explored. Design/methodology/approach Data were collected via an online survey of 330 South Korean consumers who had stayed at five-star hotels within the past two years. Established measurement scales were adapted, and structural equation modeling using SmartPLS 4.0 was employed to test the hypothesized relationships and moderation effects. Findings Ambivalence toward luxury hotels significantly increases negative emotions, which in turn enhances mood-alleviating motivation. This motivation strongly predicts social recognition consumption, ultimately leading to braggart WOM. Income moderates the relationships between negative emotions, mood-alleviating motivation, and social recognition consumption, while education strengthens the link between social recognition consumption and braggart WOM. Practical implications The findings reveal a paradox in which psychological discomfort arising from ambivalence motivates luxury consumption and subsequent bragging behaviors. Managers can leverage this tension by reframing ambivalence as an opportunity for value co-creation through eco-luxury offerings, storytelling, and culturally resonant experiences. Segment-specific strategies based on income and education are also suggested. Originality/value This study reconceptualizes ambivalence as a catalyst rather than a barrier to luxury hotel consumption and braggart WOM, extending CCT by demonstrating how consumers transform internal conflict into self-affirming social narratives.
Bongran Lucia Sun (2026) studied this question.