La Vie En Rose At the Top? Why Positive (Negative) Information Goes Up (Down) in a Hierarchy

Christilene Du Plessis, INSEAD, France
David Dubois, INSEAD, France
Can the hierarchical relationship between a sender and a recipient of WOM information affect the type of information shared? Two studies demonstrate that senders of a WOM message tend to share significantly more positive (negative) information when addressing a recipient higher (lower) in the hierarchy, relative to negative (positive) information.
[ to cite ]:
Christilene Du Plessis and David Dubois (2013) ,"La Vie En Rose At the Top? Why Positive (Negative) Information Goes Up (Down) in a Hierarchy", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.