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.
Do Others Influence What We Say? The Impact of Interpersonal Closeness on Word-of-Mouth Valence / Bonezzi, Andrea; Dubois, David; De Angelis, Matteo. - 41:(2013), pp. 439-440.
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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