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


  • Mai Kikumori

    (Graduate School of Business and Commerce, Keio University)

  • Akinori Ono

    (Graduate School of Business and Commerce, Keio University)


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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  • Mai Kikumori & Akinori Ono, 2013. "Paradoxical Relationship between the Amount of Negative eWOM Messages and Positive Consumer Attitude," Keio/Kyoto Joint Global COE Discussion Paper Series 2012-035, Keio/Kyoto Joint Global COE Program.
  • Handle: RePEc:kei:dpaper:2012-035

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    1. 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.
    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, Oxford University Press, vol. 17(4), pages 454-462, March.
    3. 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.
    4. 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.
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