This paper shows that when writing online reviews, consumers systematically mimic the negative tone of nearby posts, largely through nonconscious processes, leading even satisfied customers to express more negative opinions when exposed to proximate negative evaluations.
Pelaez Martinez, Andrea; Block, Lauren; Hada, Mahima; Kayande, Ujwal. (2026). The Mimicry of Negative Valence in Online WOM: A Cognitive Approach. In Bridging at the Frontiers: Marketing for a World in Transition (pp. 701- 704). American Marketing Association. Isbn: 978-0-87757-028-8. chrome-extension://efaidnbmnnnibpcajpcglclefindmkaj/https://46387974.fs1.hubspotusercontent-na1.net/hubfs/46387974/Academic Conferences/2026_AMA_Winter_Proceedings.pdf.
The Mimicry of Negative Valence in Online WOM: A Cognitive Approach
Andrea Pelaez Martinez
Investigation
;
2026
Abstract
This paper shows that when writing online reviews, consumers systematically mimic the negative tone of nearby posts, largely through nonconscious processes, leading even satisfied customers to express more negative opinions when exposed to proximate negative evaluations.
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