We propose that consumers tend to generate positive word-of-mouth, by talking about their positive experiences with products, but transmit negative word-of-mouth, by talking about negative experiences occurred to others. We show that the basic human motive to self-enhance can parsimoniously explain both generation of positive and transmission of negative word-of-mouth.
On Braggarts and Gossips: Why Consumers Generate Positive but Transmit Negative Word of Mouth / De Angelis, Matteo; Bonezzi, Andrea; Peluso Alessandro, M.; Rucker Derek, D.; Costabile, Michele. - 39:(2011), pp. 616-617.
On Braggarts and Gossips: Why Consumers Generate Positive but Transmit Negative Word of Mouth
DE ANGELIS, MATTEO;COSTABILE, MICHELE
2011
Abstract
We propose that consumers tend to generate positive word-of-mouth, by talking about their positive experiences with products, but transmit negative word-of-mouth, by talking about negative experiences occurred to others. We show that the basic human motive to self-enhance can parsimoniously explain both generation of positive and transmission of negative word-of-mouth.
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