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 low vs. high construal level and subsequently affecting information sharing.
Bonezzi, Andrea; Dubois, David; De Angelis, Matteo. (2013). Do Others Influence What We Say? The Impact of Interpersonal Closeness on Word-of-Mouth Valence. In Simona Botti and Aparna Labroo (Eds.), Advances in Consumer Research - Making a Difference (pp. 439-440). Association for Consumer Research. Isbn: 978-0-915552-72-6.
Do Others Influence What We Say? The Impact of Interpersonal Closeness on Word-of-Mouth Valence
DE ANGELIS, MATTEO
2013
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 low vs. high construal level and subsequently affecting information sharing.
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