The research offers a novel perspective on the controversy about prevalence of positive or negative WOM. By distinguishing generation from transmission we further our understanding of when positive WOM is more likely to be shared than negative WOM and when the opposite is more likely to occur. Furthermore, by showing that people engage in WOM generation and transmission as a way to self-enhance, we offer a parsimonious theoretical account that explains why consumers tend to generate positive but transmit negative WOM.
On Braggarts and Gossips: Why Consumers Generate Positive but Transmit Negative Word of Mouth
Peluso A. M.;
2011-01-01
Abstract
The research offers a novel perspective on the controversy about prevalence of positive or negative WOM. By distinguishing generation from transmission we further our understanding of when positive WOM is more likely to be shared than negative WOM and when the opposite is more likely to occur. Furthermore, by showing that people engage in WOM generation and transmission as a way to self-enhance, we offer a parsimonious theoretical account that explains why consumers tend to generate positive but transmit negative WOM.File in questo prodotto:
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