Hiding From the Press: Negative Product Reviews, Feeling Incompetent, and Product Usage

Matthew Philp, Queens University, Canada
Laurence Ashworth, Queens University, Canada
This work examines the impact of negative product reviews on consumers who already owns that particular product. Three studies find that negative press leads to an increase in the fears of appearing as an incompetent consumer and decreases their usage intentions in the future.
[ to cite ]:
Matthew Philp and Laurence Ashworth (2014) ,"Hiding From the Press: Negative Product Reviews, Feeling Incompetent, and Product Usage", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 642-643.