“Never eat in that restaurant, I did!”: Exploring why people engage in negative word‐of‐mouth communication
Abstract
What do consumers want to achieve when they engage in negative word‐of‐mouth communication (N‐WOM)? Two studies explore this question and reveal that consumers pursue specific goals when engaging in N‐WOM and that these goals systematically differ between the specific negative emotions that are experienced. For example, the results reveal that consumers who experience anger engage in N‐WOM to vent feelings or to take revenge. However,...
Paper Details
Title
“Never eat in that restaurant, I did!”: Exploring why people engage in negative word‐of‐mouth communication
Published Date
Jun 19, 2007
Journal
Volume
24
Issue
8
Pages
661 - 680
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