Introducing the Wom Transmitter in Generational Word of Mouth: Why Consumers Refuse to Transmit Positive Or Negative Word of Mouth

Florian Dost, ESCP EUROPE Campus Berlin, Germany
Jens Sievert, ESCP EUROPE Campus Berlin, Germany
Martin Oetting, TRND.com, Germany
Taking a transmitter’s perspective, this study identifies reasons to refuse word of mouth (WOM) transmission, creates a category system and analyzes the influence of either positive or negative WOM. We show that the transmission of negative WOM is refused more often, a result which is mainly driven by social constraints.
[ to cite ]:
Florian Dost, Jens Sievert, and Martin Oetting (2011) ,"Introducing the Wom Transmitter in Generational Word of Mouth: Why Consumers Refuse to Transmit Positive Or Negative Word of Mouth", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.