Religious Belief, Religious Priming, and Negative Word of Mouth

This research examines the effects of religious belief and religious priming on negative word-of-mouth (NWOM) behavior. Drawing on social exchange and norm paradigms, the authors theorize and find evidence of the unique effects of religious belief and religious priming on NWOM in everyday service failure encounters. Specifically, they find that religious belief is associated with higher NWOM, driven by a greater sensitivity to violations of...