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Tell Me What I Did Wrong: Experts Seek and Respond to Negative Feedback

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  • Stacey R. Finkelstein
  • Ayelet Fishbach

Abstract

A large proportion of marketing communication concerns feedback to consumers. This article explores what feedback people seek and respond to. We predict and find a shift from positive to negative feedback as people gain expertise. We document this shift in a variety of domains, including feedback on language acquisition, pursuit of environmental causes, and use of consumer products. Across these domains, novices sought and responded to positive feedback, and experts sought and responded to negative feedback. We examine a motivational account for the shift in feedback: positive feedback increased novices' commitment, and negative feedback increased experts' sense that they were making insufficient progress.

Suggested Citation

  • Stacey R. Finkelstein & Ayelet Fishbach, 2012. "Tell Me What I Did Wrong: Experts Seek and Respond to Negative Feedback," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(1), pages 22-38.
    • Handle: RePEc:oup:jconrs:doi:10.1086/661934
    DOI: 10.1086/661934
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    Cited by:

    1. Sangho Chae & Thomas Y. Choi & Daesik Hur, 2017. "Buyer Power and Supplier Relationship Commitment: A Cognitive Evaluation Theory Perspective," Journal of Supply Chain Management, Institute for Supply Management, vol. 53(2), pages 39-60, April.
    2. Enrica N. Ruggs & Jennifer Ames Stuart & Linyun W. Yang, 2018. "The effect of traditionally marginalized groups in advertising on consumer response," Marketing Letters, Springer, vol. 29(3), pages 319-335, September.
    3. Kimmy Wa Chan & Stella Yiyan Li & Jian Ni & John JianJun Zhu, 2021. "What Feedback Matters? The Role of Experience in Motivating Crowdsourcing Innovation," Production and Operations Management, Production and Operations Management Society, vol. 30(1), pages 103-126, January.
    4. Merle, Aurélie & St-Onge, Anik & Sénécal, Sylvain, 2022. "Does it pay to be honest? The effect of retailer-provided negative feedback on consumers’ product choice and shopping experience," Journal of Business Research, Elsevier, vol. 147(C), pages 532-543.
    5. Nan Liu & Stacey R. Finkelstein & Margaret E. Kruk & David Rosenthal, 2018. "When Waiting to See a Doctor Is Less Irritating: Understanding Patient Preferences and Choice Behavior in Appointment Scheduling," Management Science, INFORMS, vol. 64(5), pages 1975-1996, May.
    6. Anuj Kapoor & Catherine Tucker, 2017. "How do Platform Participants respond to an Unfair Rating? An Analysis of a Ride-Sharing Platform Using a Quasi-Experiment," Working Papers 17-19, NET Institute.
    7. Bayuk, Julia Belyavsky & Patrick, Vanessa M., 2021. "Is the uphill road the one more taken? How task complexity prompts action on non-pressing tasks," Journal of Business Research, Elsevier, vol. 128(C), pages 436-449.

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