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How Males and Females Differ in Their Likelihood of Transmitting Negative Word of Mouth

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  • Yinlong Zhang
  • Lawrence Feick
  • Vikas Mittal

Abstract

This article shows that the joint effect of tie strength and image-impairment concern on negative word-of-mouth (NWOM) transmission is different for males and females and argues that this effect occurs because of differences in their relative concern for self versus others. For males, there was not a significant interaction between image-impairment concern and tie strength on NWOM transmission likelihood. In contrast, for females the effect of image-impairment concern on NWOM transmission likelihood was stronger for weak ties than for strong ties. The robustness of the findings were tested in two additional studies by directly manipulating relative concern for self versus others and by employing an indirect proxy: interdependent and independent self-construal. Self- versus other-focused thoughts mediated the joint effect on NWOM transmission.

Suggested Citation

  • Yinlong Zhang & Lawrence Feick & Vikas Mittal, 2014. "How Males and Females Differ in Their Likelihood of Transmitting Negative Word of Mouth," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(6), pages 1097-1108.
    • Handle: RePEc:oup:jconrs:doi:10.1086/674211
    DOI: 10.1086/674211
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    Cited by:

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    3. Youjae Yi & Seo Young Kim, 2017. "The role of other customers during self-service technology failure," Service Business, Springer;Pan-Pacific Business Association, vol. 11(4), pages 695-715, December.
    4. Lili Wang & Zoey Chen, 2022. "The effect of incentive structure on referral: the determining role of self-construal," Journal of the Academy of Marketing Science, Springer, vol. 50(5), pages 1091-1110, September.
    5. Matthew Philp & Martin A. Pyle & Laurence Ashworth, 2018. "Risking the self: the impact of self-esteem on negative word-of-mouth behavior," Marketing Letters, Springer, vol. 29(1), pages 101-113, March.
    6. Philp, Matthew & Ashworth, Laurence, 2020. "I should have known better!: When firm-caused failure leads to self-image concerns and reduces negative word-of-mouth," Journal of Business Research, Elsevier, vol. 116(C), pages 283-293.
    7. Mochen Yang & Yuqing Ren & Gediminas Adomavicius, 2019. "Understanding User-Generated Content and Customer Engagement on Facebook Business Pages," Information Systems Research, INFORMS, vol. 30(3), pages 839-855, September.
    8. Antonia Köster & Christian Matt & Thomas Hess, 2021. "Do All Roads Lead to Rome? Exploring the Relationship Between Social Referrals, Referral Propensity and Stickiness to Video-on-Demand Websites," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 63(4), pages 349-366, August.
    9. Yi He & Miao Hu & Qimei Chen & Dana L. Alden & Wei He, 2017. "No Man is an Island: the Effect of Social Presence on Negative Word of Mouth Intention in Service Failures," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 4(4), pages 56-67, December.
    10. Tobias Maiberger & David Schindler & Nicole Koschate-Fischer, 2024. "Let’s face it: When and how facial emojis increase the persuasiveness of electronic word of mouth," Journal of the Academy of Marketing Science, Springer, vol. 52(1), pages 119-139, January.
    11. Cozac, Marina & Mende, Martin & Scott, Maura L., 2023. "Consumer preferences for fuel snacks at the intersection of caregiving stress and gender," Journal of Business Research, Elsevier, vol. 159(C).
    12. Mishra, Anubhav & Maheswarappa, Satish S. & Maity, Moutusy & Samu, Sridhar, 2018. "Adolescent's eWOM intentions: An investigation into the roles of peers, the Internet and gender," Journal of Business Research, Elsevier, vol. 86(C), pages 394-405.
    13. Fan Alei (Aileen) & Van Hoof Hubert B. & Loyola Sandra Pesantez & Granda Marlene Jaramillo & Lituma Sebastián Calle, 2016. "The impact of other customers and gender on consumer complaint behaviour in the Ecuadorian restaurant setting," European Journal of Tourism, Hospitality and Recreation, Sciendo, vol. 7(1), pages 21-29, May.
    14. Menon, Kalyani & Ranaweera, Chatura, 2018. "Beyond close vs. distant ties: Understanding post-service sharing of information with close, exchange, and hybrid ties," International Journal of Research in Marketing, Elsevier, vol. 35(1), pages 154-169.
    15. Huang, Xun (Irene) & Dong, Ping & Labroo, Aparna A., 2018. "Feeling disconnected from others: The effects of ambient darkness on hedonic choice," International Journal of Research in Marketing, Elsevier, vol. 35(1), pages 144-153.
    16. Ravula, Prashanth & Bhatnagar, Amit & Gauri, Dinesh K, 2023. "Role of gender in the creation and persuasiveness of online reviews," Journal of Business Research, Elsevier, vol. 154(C).
    17. VanMeter, Rebecca A. & Grisaffe, Douglas B. & Chonko, Lawrence B., 2015. "Of “Likes” and “Pins”: The Effects of Consumers' Attachment to Social Media," Journal of Interactive Marketing, Elsevier, vol. 32(C), pages 70-88.
    18. He, Yi & You, Ya & Chen, Qimei, 2020. "Our conditional love for the underdog: The effect of brand positioning and the lay theory of achievement on WOM," Journal of Business Research, Elsevier, vol. 118(C), pages 210-222.
    19. Koch, Oliver Francis & Benlian, Alexander, 2015. "Promotional Tactics for Online Viral Marketing Campaigns: How Scarcity and Personalization Affect Seed Stage Referrals," Journal of Interactive Marketing, Elsevier, vol. 32(C), pages 37-52.
    20. Silvana Taschek Hastreiter & Renato Zancan Marchetti, 2016. "An Analysis of the Hierarchy of Goals that Guides the Consumer’s Decision to Attend Shopping Malls: a Contrast Between Men and Women," Brazilian Business Review, Fucape Business School, vol. 13(1), pages 92-114, January.
    21. Dalman, M. Deniz & Chatterjee, Subimal & Min, Junhong, 2020. "Negative word of mouth for a failed innovation from higher/lower equity brands: Moderating roles of opinion leadership and consumer testimonials," Journal of Business Research, Elsevier, vol. 115(C), pages 1-13.
    22. Philp, Matthew & Pyle, Martin A., 2021. "The “easy win” preference: Negative consumption experiences, incompetence, and the influence on subsequent unrelated loyalty behavior," Journal of Business Research, Elsevier, vol. 128(C), pages 1-10.

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