Say No More!: Experiential Consumption and the Spoiler Effect of Positive Word of Mouth

Kendra Hart, Ivey Business School, University of Western Ontario, Canada
Mirand R. Goode, Ivey Business School, University of Western Ontario, Canada
Matthew Thomson, Ivey Business School, University of Western Ontario, Canada
The prevailing wisdom in the word of mouth (WOM) literature is that WOM from a trusted source influences a receiver’s attitudes in line with the valence of the message. Our work explores a wrinkle in this wisdom: in some contexts, positive WOM from a trusted source can have unintended negative effects on evaluation. Specifically, we find that when in the market for experiential products, consumers evaluate their future consumption less positively when they have received information about a similar experience from a trusted source.
[ to cite ]:
Kendra Hart, Mirand R. Goode, and Matthew Thomson (2011) ,"Say No More!: Experiential Consumption and the Spoiler Effect of Positive 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: 846-847.