You Gotta Try It! the Negative Side of Positive Word of Mouth

Sarah Moore, University of Alberta, Canada
David Alexander, University of St. Thomas, USA
We examine the potential downside of Positive Word of Mouth (PWOM) in a new product context. While prior work shows that PWOM can elicit positive emotion through providing useful information, we find that it can also elicit negative emotion through exerting social pressure to competently use the recommended new product.
[ to cite ]:
Sarah Moore and David Alexander (2013) ,"You Gotta Try It! the Negative Side of Positive Word of Mouth", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.