The Word of a Power Holders’ Mouth

Michelle van Gils, KU Leuven, Belgium
Derek Rucker, Northwestern University, USA
Andrea Weihrauch, KU Leuven, Belgium
Through five studies we provide insights into the relationship between power and word of mouth (WOM) by showing that power moderates people´s tendencies to refrain from transmitting negative WOM, and by showing that people value WOM from a power holder more than WOM from people of equal or lower power.
[ to cite ]:
Michelle van Gils, Derek Rucker, and Andrea Weihrauch (2015) ,"The Word of a Power Holders’ Mouth", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 811-811.