When and Why Do Consumers Share Product Harm Information?

Ezgi Akpinar, Erasmus University Rotterdam, The Netherlands
Peeter Verlegh, University of Amsterdam, The Netherlands
Ale Smidts, Erasmus University Rotterdam, The Netherlands
This paper aims to understand when and why consumers share product harm information. Across five studies, we showed that product harm information with higher self-relevance reduced sharing under independent self-construal. Under interdependent self-construal, negative effect of self-relevance on sharing was attenuated. Further, we demonstrated the underlying processes that shape sharing.
[ to cite ]:
Ezgi Akpinar, Peeter Verlegh, and Ale Smidts (2013) ,"When and Why Do Consumers Share Product Harm Information?", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.