The Effect of Audience Expertise and Information Valence and Wom Transmission

Matteo De Angelis, Luiss University, Rome
Jonah Berger, Wharton School of the University of Pennsylvania
Chezy Ofir, Hebrew University
We focus on how audience expertise shapes WOM valence, showing that individuals are more likely to share negative WOM with expert audiences but positive WOM with less expert audiences. We find that the interaction between audience expertise and WOM valence is explained by consumer’s desire to appear competent.
[ to cite ]:
Matteo De Angelis, Jonah Berger, and Chezy Ofir (2015) ,"The Effect of Audience Expertise and Information Valence and Wom Transmission", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 451-452.