A Negation Bias in Word of Mouth: How Negations Reveal and Maintain Expectancies About Brands and Products

Peeter Verlegh, University of Amsterdam, The Netherlands
Camiel Beukeboom , Vrije University Amsterdam, The Netherlands
Christian Burgers, Vrije University Amsterdam, The Netherlands
We find that negations provide a subtle mechanism for communicating expectations and maintaining brand reputations. Study 1 shows that speakers use negations when they describe experiences inconsistent with their expectations. Study 2 shows how receivers “decode” this signal, and infer that experiences are less expected/more surprising when speakers use negations.
[ to cite ]:
Peeter Verlegh, Camiel Beukeboom , and Christian Burgers (2013) ,"A Negation Bias in Word of Mouth: How Negations Reveal and Maintain Expectancies About Brands and Products", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.