On Braggarts and Gossips: Why Consumers Generate Positive But Transmit Negative Word of Mouth

Matteo De Angelis, Luiss University, Italy
Andrea Bonezzi, Northwestern University, USA
Alessandro M. Peluso, Luiss Guido Carli University, Italy
Derek Rucker, Northwestern University, USA
Michele Costabile, Luiss Guido Carli University, Italy
We propose that consumers tend to generate positive word-of-mouth, by talking about their positive experiences with products, but transmit negative word-of-mouth, by talking about negative experiences occurred to others. We show that the basic human motive to self-enhance can parsimoniously explain both generation of positive and transmission of negative word-of-mouth.
[ to cite ]:
Matteo De Angelis, Andrea Bonezzi, Alessandro M. Peluso, Derek Rucker, and Michele Costabile (2011) ,"On Braggarts and Gossips: Why Consumers Generate Positive But Transmit Negative Word of Mouth", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 616-617.