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Paradoxical Relationship between the Amount of Negative eWOM Messages and Positive Consumer Attitude

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Author Info

  • Mai Kikumori

    (Graduate School of Business and Commerce, Keio University)

  • Akinori Ono

    (Graduate School of Business and Commerce, Keio University)

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    Abstract

    Most research has shown that positive electric word-of-mouth (e-WOM) has positive effects, while negative e-WOM has negative effects on consumer attitude towards a product. However, negative e-WOM may have positive impacts rather than negative impacts. Using ANOVA in three experiments, this study found that negative e-WOM can have a positive impact on consumer attitude under some conditions, including when the e-WOM is in regard to hedonic products, when expert consumers read attribute-centric reviews, and/or when there is negative e-WOM at the top of the website than at the bottom.

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    File URL: http://ies.keio.ac.jp/old_project/old/gcoe-econbus/pdf/dp/DP2012-035.pdf
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    Bibliographic Info

    Paper provided by Keio/Kyoto Joint Global COE Program in its series Keio/Kyoto Joint Global COE Discussion Paper Series with number 2012-035.

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    Length: 22 pages
    Date of creation: Feb 2013
    Date of revision:
    Handle: RePEc:kei:dpaper:2012-035

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    1. Adaval, Rashmi, 2001. " Sometimes It Just Feels Right: The Differential Weighting of Affect-Consistent and Affect-Inconsistent Product Information," Journal of Consumer Research, University of Chicago Press, vol. 28(1), pages 1-17, June.
    2. Herr, Paul M & Kardes, Frank R & Kim, John, 1991. " Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective," Journal of Consumer Research, University of Chicago Press, vol. 17(4), pages 454-62, March.
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