Positive With Strangers, Negative With Friends: How Interpersonal Closeness Affect Word-Of-Mouth Valence Through Self-Construal

David Dubois, INSEAD, France
Andrea Bonezzi, New York University, USA
Matteo De Angelis, Luiss University, Italy
Three experiments show that the closer consumers feel to a message recipient, the greater the likelihood that they will share negative relative to positive word-of-mouth. We attribute this effect to high vs. low interpersonal closeness activating interdependent vs. independent self-construal and subsequently affecting information sharing.
[ to cite ]:
David Dubois, Andrea Bonezzi, and Matteo De Angelis (2014) ,"Positive With Strangers, Negative With Friends: How Interpersonal Closeness Affect Word-Of-Mouth Valence Through Self-Construal", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 41-46.