When Sharing Isn’t Caring: The Influence of Seeking The Best on Sharing Favorable Word of Mouth about Unsatisfactory Purchases

Volume: 47, Issue: 6, Pages: 1025 - 1046
Published: Oct 16, 2020
Abstract
Past research generally finds that if consumers share word of mouth about past purchases with others, the valence of the information tends to be congruent with actual perceptions. Thus, a negative purchase experience should elicit negative (vs. positive) word of mouth. We examine how a goal of attaining the best possible outcome, or maximizing, may alter this tendency. Drawing on prior work demonstrating that consumers may view their own...
Paper Details
Title
When Sharing Isn’t Caring: The Influence of Seeking The Best on Sharing Favorable Word of Mouth about Unsatisfactory Purchases
Published Date
Oct 16, 2020
Volume
47
Issue
6
Pages
1025 - 1046
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