Concealing Your Consumer Stupidity: How the Fear of Appearing As an Incompetent Consumer Reduces Negative Word-Of-Mouth

Matthew Philp, Queen's University, Canada
Laurence Ashworth, Queen's University, Canada
Prior research has presented numerous factors that work in unison to increase the likelihood of sharing negative word-of-mouth (WOM). However, this research presents three studies that examine the fear of appearing as an incompetent consumer as a motivation that conflicts with these existing motivations and reduces negative WOM.
[ to cite ]:
Matthew Philp and Laurence Ashworth (2013) ,"Concealing Your Consumer Stupidity: How the Fear of Appearing As an Incompetent Consumer Reduces Negative Word-Of-Mouth", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.