Past research has presented conflicting evidence as to whether consumers are more likely to share positive or negative word-of-mouth. We offer a novel theoretical perspective to reconcile this conflict by comparing the generation of word-of-mouth (i.e., consumers sharing information about their own experiences) to the transmission of word-of-mouth (i.e., consumers passing-on information about experiences they heard occurred to others). We suggest that the self-enhancement motive leads consumers to generate positive word-of-mouth, but also to transmit negative word-of-mouth. Evidence for self-enhancement motives playing out in a unique fashion at word-of-mouth generation and transmission is presented across a series of four experiments.

On Braggarts and Gossips: Why Consumers Generate Positive but Transmit Negative Word-of-Mouth / De Angelis, Matteo; Bonezzi, A; Peluso, A; Rucker, D; Costabile, Michele. - Society for Consumer Psychology (SCP) Proceedings, (2012), pp. 1-25. (Society for Consumer Psychology (SCP) Conference, St. Louis, MO, US, 2011, 13‐16 October).

On Braggarts and Gossips: Why Consumers Generate Positive but Transmit Negative Word-of-Mouth

DE ANGELIS, MATTEO;COSTABILE, MICHELE
2012

Abstract

Past research has presented conflicting evidence as to whether consumers are more likely to share positive or negative word-of-mouth. We offer a novel theoretical perspective to reconcile this conflict by comparing the generation of word-of-mouth (i.e., consumers sharing information about their own experiences) to the transmission of word-of-mouth (i.e., consumers passing-on information about experiences they heard occurred to others). We suggest that the self-enhancement motive leads consumers to generate positive word-of-mouth, but also to transmit negative word-of-mouth. Evidence for self-enhancement motives playing out in a unique fashion at word-of-mouth generation and transmission is presented across a series of four experiments.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11385/81503
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