Negative Word Of Mouth Research Articles

Changing Nature of Consumer Values Toward Negative Word of Mouth: Voice and Risk Avoidance as Moderators

ABSTRACTGiven the increasing role of word of mouth (WOM), and primarily the impact of negative WOM on the decision‐making of today's retail consumers, it is essential to understand the changing nature of consumer values (monetary, functional, emotional and social), emotion and attitude toward negative WOM. The current study's data were collected using two online surveys in 2015 and 2019, with 290 participants in Study 1 and 201 in Study 2. The intention behind using two different time points over a 4‐year span was to capture the differences in consumers' views over the two periods. The study's findings suggested that social and emotional values remained unchanged; however, monetary and functional values changed over time. Interestingly, attitudes altered toward complaining, although the relationships between taking external action and negative WOM were unchanged in both studies. Consumers raising their voice and consumers' risk‐taking attributes were found to be significant moderators in Study 1 but not in Study 2. The findings provide useful insights into the negative WOM literature and have implications for marketing practitioners, as highlighted in the paper's conclusion.

Consumer resistance to WhatsApp payment system: integrating innovation resistance theory and SOR framework

PurposeDespite an exponential rise in the frequency of online payments in India, the cause of consumer resistance towards the WhatsApp payment system (WPS) remains unexplored. This research is aimed at exploring the barriers to the adoption of WPS.Design/methodology/approachA research model was proposed using stimulus-organism-response framework and innovation resistance theory. Data were collected from 392 users of the WhatsApp application using the mall intercept technique, which also utilizes digital payment platforms. A co-variance based structural equation modelling was employed to test proposed relationships in this cross-sectional study.FindingsThe study findings indicate that personal innovativeness as a personal stimulus negatively influences the usage and value barrier, while negative word of mouth (NWOM) increases the intensity of tradition and the image barrier. Additionally, value barrier, usage barrier, risk barrier and tradition barrier were found to have a negative influence on the intention to adopt the WhatsApp payment system.Originality/valueThis research is an initial endeavour that sheds light on the consumer cognition resisting the adoption of the WPS.

Reducing Consumer–Brand Incongruity Through Corporate Social Responsibility and Brand Trust: Exploring Negative Word‐of‐Mouth (NWOM)

ABSTRACTDrawing upon consumer–brand disidentification theory and balance theory, this study examines symbolic and ideological incongruity in consumer–brand relationships through an original conceptual model shaped by negative past experiences, brand trust, perceived corporate social responsibility (CSR), and negative word‐of‐mouth (NWOM). A preliminary study was conducted to explore the dimensions of consumers' negative past experiences by topic detection. Latent Dirichlet allocation (LDA) topic modeling was undertaken to analyze online consumer reviews (n = 6095) about a coffee chain brand. The dimensions detected in this preliminary study were included in the research model and further analyzed in the main study. The main study, a cross‐sectional consumer survey (n = 522), tested the original research model by way of partial least squares structural equation modeling (PLS‐SEM) on SmartPLS. The findings showed that negative past experiences consisted of product‐related, service‐related, and technology‐related problems and negatively influenced brand trust. It was found that brand trust and perceived CSR negatively affected symbolic and ideological incongruity, while symbolic and ideological incongruity positively influenced NWOM. The findings provide empirical evidence for balance theory by showing that the three critical domains of consumer–brand relationships (ideological, symbolic, and experiential) provide a complex cognitive model that covers personal‐symbolic and moral‐societal aspects of consumer–brand disidentification and consequent NWOM intentions. In line with consumer–brand disidentification theory, the results contribute to the literature by demonstrating the direct negative impacts of brand trust and perceived CSR on symbolic and ideological incongruity, as well as the direct positive impacts of symbolic and ideological incongruity on NWOM.

Insights into Autonomous Vehicles Aversion: Unveiling the Ripple Effect of Negative Media on Perceived Risk, Anxiety, and Negative WOM

This study delves into the reluctance to adopt autonomous vehicles (AVs), treating AV aversion as a multifaceted psychological and behavioral phenomenon encompassing cognitive judgments, affective responses, and behavioral intentions. Leveraging the environment-product-human-behavior framework, an AV aversion model (AAM) is developed to explore human-AV interaction. Survey data from MTurk in the U.S. reveals significant differences in perception between fully autonomous vehicles (FAVs) and partially autonomous vehicles (PAVs). Findings show that negative media exposure influences perceived risk, anxiety, and negative word-of-mouth (WOM) intention. Perceived risk contributes to anxiety, while the combination of anxiety and negative media encourages negative WOM intention. The study elucidates a cascading effect from negative media to risk perception, then to AV anxiety, culminating in negative WOM. Multi-group analysis highlights a significant disparity between FAVs and PAVs in the link between negative media exposure and negative WOM intention. Understanding AV aversion offers valuable insights to address human-AV interaction.

The effect of power states on negative word‐of‐mouth sharing: The role of interpersonal closeness

AbstractThe current research investigates whether, when, and why power states, a prevalent experience in everyday life, influence negative WOM (NWOM). The authors find that low‐power consumers tend to engage more in NWOM, and this effect is driven by less image‐impairment concerns and heightened motives to protect others induced by low‐power states. We further showed that interpersonal closeness (IC)—people' feeling of proximity between they and others—moderates the positive effect of low‐power states on NWOM sharing. That is, the differences of sharing NWOM between low‐power and high‐power consumers are attenuated when facing high IC. To account for this, both image‐impairment concerns and motives to protect others mediate the effect of power states when recipients are interpersonally close others; however, only image‐impairment concerns mediate the effect of power states when recipients are interpersonally distant others. These findings make theoretical contributions to research in interpersonal communication, WOM, and power, and holds practical implications for marketers interested in understanding how NWOM spreads.

When brand cynicism turns into brand hate: the mediating role of brand hate on the relationship between brand cynicism and negative WOM

When brand cynicism turns into brand hate: the mediating role of brand hate on the relationship between brand cynicism and negative WOM

Comparative Analysis of the Effects of Different Types of Word-of-Mouth Information on Consumer Purchase Intention

This study aims to explore the impact of different types of word-of-mouth (WOM) information and their dissemination channels on consumer purchase intentions. Through a questionnaire survey, 540 valid data samples were collected, covering consumers of various ages, consumption habits, technology usage habits, and geographic locations. Multiple regression analysis and cluster analysis methods were employed to thoroughly analyze the influence and dissemination effects of WOM information. The results indicate that positive WOM significantly enhances consumer purchase intention, while negative WOM has the opposite effect. Neutral WOM has no significant impact on purchase intention. Additionally, the dissemination channels of WOM information, such as social media, have a significant positive impact on consumer purchase intention. Based on these findings, specific market strategy recommendations are proposed to optimize brand management and enhance consumer engagement.

Silent ripples: negative CSR associations' impact in non-crisis situations

PurposeA total of 478 Americans participated in an online survey. Each participant was asked to answer questions about a company randomly assigned from one of 36 companies representing six industries.Design/methodology/approachThis study aims to explain how corporate social responsibility (CSR) and negative corporate ability (CA) associations lead to negative word-of-mouth (WOM) intentions in non-crisis situations. Specifically, this study investigates the mediating roles of revenge and avoidance motives in the relationship between negative CSR and CA associations and the intention to generate negative WOM.FindingsThe findings indicate that negative CSR associations have a greater effect on WOM than negative CA associations. Moreover, negative CSR associations stimulate the revenge motive, resulting in stronger intentions to spread negative information, while negative CA associations lead to the avoidance motive, resulting in weaker intentions to spread negative information.Originality/valueUnlike most previous studies that focused on crises, this study examines how negative CA and CSR associations influence negative WOM in non-crisis situations, shedding light on the roles of motives including the revenge and avoidance. The research fills a gap in the existing literature by demonstrating that negative CSR associations have a greater impact on negative WOM intentions than negative CA associations in non-crisis situations.

Managers, don't neglect your prospective employees to achieve your sustainability development goals

AbstractInstances of corporate social irresponsibility (CSI) in popular media, coupled with its negative consequences behooves a systematic assessment of the consequences of CSI. This study responds to calls for such research. Specifically, drawing on attribution theory, we investigate the role of CSI on prospective employees' employment intention (EI) and negative word‐of‐mouth (NWOM) propensity and the role of other condemning moral emotions (OCME) in mediating the relationship between CSI and EI and NWOM propensity. In addition, drawing on construal level theory, we investigate if psychological distance moderates the relationship between CSI and OCME, and thereby, impacts the mediation from CSI to EI and NWOM propensity through OCME. Results indicate that CSI decreases EI and enhances NWOM propensity, and these relationships are mediated via OCME. PD enhances the effect of CSI on EI and NWOM propensity through OCME such that lower PD is associated with a lower EI and higher NWOM propensity.

Why did you delete my comment? Investigating observing consumers' reactions to comment‐deletion‐clues during a brand crisis

AbstractMany users criticize brands by posting negative comments on their social media pages when a brand crisis occurs. Brands often choose to delete negative comments when coping with brand crises. While deleting comments often goes unnoticed, complaints about comment deletion from users whose comments are deleted (e.g., “Why did you delete my comment?”) serve as clues for observers after a crisis. Drawing from Warranting Theory, this study examines comment‐deletion‐clues' impact on observers' forgiveness and negative word‐of‐mouth (NWOM) transmission and how two types of brand explanations (custom vs. general) alter this impact. Four studies show that the comment‐deletion‐clues reduce observers' intention to forgive the brand and increase the spread of NWOM. Furthermore, the results indicate that brands' custom explanations mitigate the adverse effects of comment‐deletion‐clues. This article is among the first to explore the role of content moderation during brand crises and extends the brand crisis literature and the emerging content moderation literature.

Determinants of disengagement and negative customer engagement behaviour: expectancy disconfirmation and justice perspectives

PurposeThis study aims to identify the determinants of customer disengagement (CD) and negative customer engagement (NCE) behaviours following service failure.Design/methodology/approachThis study distributed a survey on negative service experiences to 404 customers in Vietnam and analysed the data using structural equation modelling.FindingsBased on the findings, this paper developed a comprehensive model of the determinants of CD and NCE behaviours. CD manifests as “neglect”, while NCE manifests as vindictive, third-party and online complaints and negative word of mouth. The key drivers of CD and NCE are negative expectancy disconfirmation and perceived injustice, mediated by customer outrage. A novel finding is that self-efficacy and risk-taking traits enhance NCE behaviours. Vietnamese customers tend to adopt less confrontational NCE behaviours.Practical implicationsThe findings provide brand managers with insights into unfavourable customer responses to service failure, including CD and NCE behaviours. Customers in Vietnam were predominantly found to disengage. Fulfilling the firm’s promises and treating customers fairly are paramount for preventing customer outrage, CD and NCE.Originality/valueThis study identifies the determinants of CD and NCE, namely, disconfirmation of service quality expectations and perceived injustice, in the context of an emerging market.

Influentials, early adopters, or random targets? Optimal seeding strategies under vertical differentiations

Product seeding, defined as the act by which firms send products to selected customers and encourage them to spread word of mouth, is a critical decision support strategy for the success of new products. Using multiple agent-based simulation techniques, we investigated the relative importance of three widely adopted seeding strategies (seeding influentials, early adopters, and random targets) in a competitive market in which products are vertically differentiated in terms of quality and brand strength. We found robust evidence that the finding of an optimal seeding strategy depends on consumers' propensity to spread negative WOM. When negative WOM propensity is low, seeding influentials outperform seeding early adopters or random targets. When negative WOM propensity is high, decision-making about an optimal seeding strategy relies on the relative quality and brand strength of the product and the focal firm's objective. In particular, if a product's relative quality is low, seeding early adopters is the optimal seeding strategy in terms of both market share (MS) and net present value (NPV); if the product's relative quality is equal, seeding early adopters is most effective for increasing MS, while seeding influentials is the best for increasing NPV; and if the product's relative quality is high, seeding influentials is the optimal strategy, except that for products with strong brand strength and firm aims at maximizing the MS growth. We conclude the paper by discussing its theoretical contributions and managerial relevance for decision support.

Managing Negative WOM on Social Media: Impact of Accommodative Versus Defensive Strategies, Reputation, and Communication Style on Consumer Responses

abstract: This study examined optimal strategies for companies managing negative social media comments, viewing these situations as public relations opportunities to build relationships and reduce negative word of mouth. Utilizing SCCT and attribution theory and public relations literature on two-way communication and relationship building, a 2×2×2 full factorial experiment was conducted with consumer samples. Results show that effective management of negative comments on social media can build stakeholder relationships and yield positive outcomes. However, the effectiveness of the response strategy depends on the company’s existing reputation. For companies with a positive reputation, a defensive strategy is more effective in reducing perceived responsibility, whereas, for those with a poor reputation, response strategy choice has minimal impact. Two-way communication enhances external attribution, which is especially beneficial for disreputable companies using a defensive strategy. External attribution positively influences trust and satisfaction, ultimately affecting corporate outcomes.

Coping mechanism beyond brand forgiveness: do individual personality traits matter among online shoppers?

PurposeThis study aims to contribute to the darker side of consumer–brand interactions by examining the relationship between consumer-related antecedents, particularly consumer personality traits, in triggering brand-hate emotions. Additionally, the link between brand hate and brand forgiveness was also taken into account, as well as the moderating impact of personality attributes. The impact of brand forgiveness on consumer coping behavior was investigated, particularly for brand switching (flight) and negative word-of-mouth (NWOM) (fight) on Indian e-commerce shopping websites/apps.Design/methodology/approachUsing a structured questionnaire survey and a nonprobability purposive sampling approach, data were obtained from 438 online shoppers who had experienced hate directed at a particular shopping website or app. The hypotheses were tested statistically using partial least squares (PLS) structural equation modeling with SmartPLS 4 software.FindingsFirst, the findings demonstrate that agreeableness, extraversion and neuroticism significantly affected brand hate. Second, the results indicate that personality traits, particularly extraversion and conscientiousness from the Big-Five model, play a substantial role in moderating the relationship between brand hate and brand forgiveness. Third, the study also reveals the significance of brand forgiveness in mitigating the adverse consequences of NWOM and brand switching in the context of e-commerce platforms.Practical implicationsPractical steps such as complaint-management processes and prompt resolutions through an appropriate means of active interaction and understanding the consumer’s personality when their concerns are heard and handled can help brand managers earn customers’ forgiveness and reduce brand hate toward e-commerce websites/apps.Originality/valueBased on the authors’ understanding, this study is the initial one to incorporate brand hate, brand forgiveness and coping strategies into the model in a service context with the interaction effect of consumer personality traits.

Whether and How Prepurchase Word of Mouth Affects Postpurchase Word of Mouth

Consumers often purchase new products based on online reviews and recommendations from both friends and strangers. Previous studies have extensively explored the effects of word of mouth (WOM) on the prepurchase stage, but little is known about whether WOM from friends or strangers can alter consumers’ postpurchase behavior. The authors propose that positive WOM from distant (vs. close) others increases consumers’ intention to share negative WOM when the product/service fails to perform to their satisfaction due to two distinctive motivations. First, consumers perceive that positive WOM from distant others might mislead more people, and, consequently, consumers expect their negative WOM to have a greater impact on helping others. Second, when receiving positive WOM from close others, they are less willing to publicly contradict the close others’ WOM even though they believe the WOM is misleading. Studies 1a and 1b demonstrate the main effect of interpersonal closeness on negative WOM intention, while Study 2 reveals the dual mediating effects of anticipated impact and relationship norm. Studies 3 and 4 validate these mechanisms by showing the moderating role of the self-construal level while ruling out the role of impression management. This research offers practical implications for WOM management across different social ties.

How is CSR scepticism amplified? Effects of corporate social irresponsibility and perceived controversy in the casino industry

ABSTRACT Although corporate social responsibility (CSR) has been instrumental in achieving corporation’s competitive advantage, this is not the case for casinos. This study examines how CSR scepticism develops in the context of the casino industry by investigating the effects of customers’ attitudes towards casinos engaged in corporate social irresponsibility (CSI) and the controversy surrounding casino businesses on CSR scepticism, which leads negative word-of-mouth (WOM) and protest behaviour. To this end, 310 South Korean casino customers completed an online questionnaire. The results of partial least squares path modelling revealed direct effects of customers’ attitudes towards firms exhibiting CSI and the perceived controversy on CSR scepticism leading to negative WOM and protest behaviour. The impact of the attitude towards firms exhibiting CSI on CSR scepticism was found to differ between low perceived controversy and high perceived controversy customers. The findings suggest that casino companies should strive for transparency and develop appropriate CSR initiatives.

A97 INTERNAL MEDICINE RESIDENT AND STAFF PERCEPTIONS OF GASTROENTEROLOGY ROTATION

Abstract Background The choice of subspecialty by internal medicine residents is partially influenced by their experience with that service. Challenges exist between internal medicine and the high acuity, procedurally-heavy, gastroenterology (GI) service. Negative perceptions may limit the number of residents rotating through a gastroenterology elective, impacting knowledge and comfort managing common GI conditions. Aims To identify misperceptions of the GI service at a tertiary hospital, and evaluate resident and new staff comfort in managing common GI conditions. Methods Twenty-question survey sent to internal medicine residents during 2022-2023 and 13-question survey sent to staff that completed training from 2020-2022; both anonymous, and using Qualtrics software. Results The survey was completed by 18% (30/166) of residents and 20% (13/65) of staff. Most staff (62%) practiced in a community setting. Both cohorts cited overnight cross-coverage consults during (56%) and negative word-of mouth (38%), as reasons they avoided a GI elective. Most participants reported a little (33%) or moderate (47%) amount of GI teaching on medicine service and were unaware of formal lectures (79%) during a GI rotation. Residents and staff were most comfortable managing pancreatitis (98%) and ALF (74%). Staff wished for more experience managing pancreatic and liver masses and outpatient IBD flares; however both groups (86%) were unaware of the ambulatory week during the GI rotation. Conclusions Misperception and unawareness of a GI elective persist amongst internal medicine residents and has implications for new staff managing GI conditions. This study has led to action items that address these concerns. Table 1: Resident & staff awareness, perceptions & knowledge of GI Funding Agencies None

The influence of self‐brand connection on consumer reactions to symbolic incongruency and perceived betrayal

AbstractThis research provides compelling evidence that consumer reactions toward symbolically incongruent brand behaviors depend on their level of self‐brand connection. It challenges the conventional belief that high self‐brand connection works as a protecting shield for brands and reveals that consumers with higher (vs. lower) self‐brand connection react more negatively toward symbolically incongruent brand behaviors because they feel betrayed by the brand. The results unveil that a sense of betrayal can be incited, when a brand's behavior is symbolically incongruent with its established meaning. This pattern of consumer responses is consistent across four experimental studies, which involved a diverse sample of 563 participants from different countries, including the United States, the United Kingdom, and Spain and used various product categories. The results consistently show that individuals with high self‐brand connection display an increased intention to engage in negative word of mouth, along with a decline in their brand attitudes and purchase intentions, driven by feelings of betrayal. This effect is further intensified for consumers with higher self‐enhancement need. It is worth noting that prior literature on betrayal has often linked such feelings to more significant transgressions and behaviors with immoral connotations.

The Effect of Customer Satisfaction on Word-of-Mouth Communication: The Mediating Role of Face Perception

Traditional theoretical research suggests that negative word-of-mouth (WOM) communication is stronger, but due to cultural differences between East and West, Chinese face psychology in interpersonal interactions affects consumers' WOM behaviors. Based on the theory of face psychology, this paper utilizes the experimental method to explore the relationship between face perception in customer satisfaction and willingness to spread WOM after consuming a high-end brand. The results show that in the case of satisfaction, positive WOM communication willingness is higher for premium brands than for ordinary brands in order to gain face, but in the case of failure, negative WOM communication willingness is lower for premium brands than for ordinary brands in order to avoid losing face; consumers' face perception has a mediating role between satisfaction and WOM communication willingness.

Does prior trust work as a buffer? Examining the impact of perceived betrayal on customer responses to a double deviation

PurposeThis study aims to explain customer reactions to a double deviation by examining the moderating role of prior trust in peer-to-peer (P2P) accommodation platforms on the relationship between perceived betrayal and negative outcomes such as negative word-of-mouth (NWOM), vindictive complaining and patronage reduction.Design/methodology/approachAn online survey was used to obtain a sample of 246 respondents familiar with P2P accommodation platforms. The model was tested using SmartPLS.FindingsThe results showed a positive correlation between perceived betrayal and NWOM, vindictive complaining and patronage reduction. Unexpectedly, prior trust had positive moderating effects. High levels of prior trust caused more negative customer reactions than low levels of prior trust.Practical implicationsThe findings of this study caution firms about the potential risks to rely on the forgiveness and tolerance of highly trusted customers who may retaliate fiercely to double deviations.Originality/valueThis research unveils the prior trust paradox. Customers' prior trust magnified the negative impact of double-deviation experiences. This study contributes to the service-recovery literature by questioning the buffer effect of prior trust in the context of a double deviation.