Three experiments show that the closer consumers feel to a message recipient, the greater the likelihood that they will share negative relative to positive word-of-mouth. We attribute this effect to high vs. low interpersonal closeness activating interdependent vs. independent self-construal and subsequently affecting information sharing.
Positive with Strangers, Negative with Friends: How Interpersonal Closeness Affects Word-of-Mouth Valence through Self-Construal / Bonezzi, Andrea; Dubois, David; DE ANGELIS, Matteo. - 42:(2014), pp. 41-42.
Positive with Strangers, Negative with Friends: How Interpersonal Closeness Affects Word-of-Mouth Valence through Self-Construal
DE ANGELIS, MATTEO
2014
Abstract
Three experiments show that the closer consumers feel to a message recipient, the greater the likelihood that they will share negative relative to positive word-of-mouth. We attribute this effect to high vs. low interpersonal closeness activating interdependent vs. independent self-construal and subsequently affecting information sharing.
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