We focus on how audience expertise shapes WOM valence, showing that individuals are more likely to share negative WOM with expert audiences but positive WOM with less expert audiences. We find that the interaction between audience expertise and WOM valence is explained by consumer’s desire to appear competent.

The Effect of Audience Expertise and Information Valence and WOM Transmission / DE ANGELIS, Matteo; Berger, Jonah; Ofir, Chezy. - 43:(2015), pp. 451-452.

The Effect of Audience Expertise and Information Valence and WOM Transmission

DE ANGELIS, MATTEO;
2015

Abstract

We focus on how audience expertise shapes WOM valence, showing that individuals are more likely to share negative WOM with expert audiences but positive WOM with less expert audiences. We find that the interaction between audience expertise and WOM valence is explained by consumer’s desire to appear competent.
978-0-915552-00-9
The Effect of Audience Expertise and Information Valence and WOM Transmission / DE ANGELIS, Matteo; Berger, Jonah; Ofir, Chezy. - 43:(2015), pp. 451-452.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11385/152028
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