Paradoxical Relationship between the Amount of Negative eWOM Messages and Positive Consumer Attitude
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.
|Date of creation:||Feb 2013|
|Contact details of provider:|| Postal: 2-15-45, Mita, Minato-ku, Tokyo 108-8345|
Web page: http://ies.keio.ac.jp/old_project/old/gcoe-econbus/
More information through EDIRC
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Adaval, Rashmi, 2001. " Sometimes It Just Feels Right: The Differential Weighting of Affect-Consistent and Affect-Inconsistent Product Information," Journal of Consumer Research, Oxford University Press, vol. 28(1), pages 1-17, June.
- Stephanie Watts Sussman & Wendy Schneier Siegal, 2003. "Informational Influence in Organizations: An Integrated Approach to Knowledge Adoption," Information Systems Research, INFORMS, vol. 14(1), pages 47-65, March.
- 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, Oxford University Press, vol. 17(4), pages 454-462, March.
- Xueming Luo, 2009. "Quantifying the Long-Term Impact of Negative Word of Mouth on Cash Flows and Stock Prices," Marketing Science, INFORMS, vol. 28(1), pages 148-165, 01-02.
When requesting a correction, please mention this item's handle: RePEc:kei:dpaper:2012-035. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Global COE Program Office)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.