An Investigation of Consumer Reactions to Negative Word-of-Mouth on the Internet
Newman, Peter James, Jr
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https://hdl.handle.net/2142/86563
Description
Title
An Investigation of Consumer Reactions to Negative Word-of-Mouth on the Internet
Author(s)
Newman, Peter James, Jr
Issue Date
2003
Doctoral Committee Chair(s)
Thomas K. Srull
Department of Study
Communications
Discipline
Communications
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
Ph.D.
Degree Level
Dissertation
Keyword(s)
Mass Communications
Language
eng
Abstract
Recipients of negative WOM evaluated whether the negative WOM event was consistent with their prior knowledge about the company and they made attributions about what caused the negative WOM event. The concepts of consumer socialization, perspective taking, and naive economics, are discussed to explain respondents' reactions to negative WOM. Using their own standards of fairness, respondents evaluated the behavior of each party in the exchange. The respondents' beliefs about which party acted reasonably in the exchange determined where blame was placed for the negative WOM event. Recipients of negative WOM also recommended a range of strategies that communicators could pursue to ameliorate their problems with companies. Marketing implications of the findings are discussed as well as future research directions.
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