Shifting Perceptions of Negative Experiences Through Word-Of-Mouth: Episodic Dismissal and Asymmetric Effects of Valence on Consumer Evaluations

Daniel Brannon, Arizona State University, USA
Adriana Samper, Arizona State University, USA
Previous research finds that negative (vs. positive) experiences weigh disproportionately on consumers’ evaluations of products and services. However, the present research shows that evaluations formed by negative (vs. positive) experiences are actually more malleable and more susceptible to being changed via social influence through word-of-mouth sharing.
[ to cite ]:
Daniel Brannon and Adriana Samper (2015) ,"Shifting Perceptions of Negative Experiences Through Word-Of-Mouth: Episodic Dismissal and Asymmetric Effects of Valence on Consumer Evaluations", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 470-471.