Compensatory word of mouth: Advice as a device to restore control
Volume: 34, Issue: 2, Pages: 499 - 515
Published: Jun 1, 2017
Abstract
Consumers often give advice by recommending products and services to one another. The present research explores the idea that advice giving sometimes reflects a self-serving desire to compensate for a loss of control. Four experiments provide convergent evidence for a phenomenon we term compensatory word of mouth, whereby consumers' communications contain advice fueled by their own need to restore control. Experiment 1 explores the potential...
Paper Details
Title
Compensatory word of mouth: Advice as a device to restore control
Published Date
Jun 1, 2017
Volume
34
Issue
2
Pages
499 - 515
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