Do Others Influence What We Say? the Impact of Interpersonal Closeness on Word-Of-Mouth Valence

David Dubois, INSEAD, France
Andrea Bonezzi, New York University, USA
Matteo De Angelis, LUISS University, Italy
Three experiments show that the closer consumers feel to a message recipient, the greater the likelihood that they will share negative relative to positive word-of-mouth. We attribute this effect to high vs. low interpersonal closeness activating low vs. high construal level and subsequently affecting information sharing.
[ to cite ]:
David Dubois, Andrea Bonezzi, and Matteo De Angelis (2013) ,"Do Others Influence What We Say? the Impact of Interpersonal Closeness on Word-Of-Mouth Valence", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.