Do Others Influence What We Say? the Impact of Interpersonal Closeness on Word-Of-Mouth Valence

Three experiments show that the closer consumers feel to a message recipient, the greater the likelihood that they will share negative relative to positive word-of-mouth. We attribute this effect to high vs. low interpersonal closeness activating low vs. high construal level and subsequently affecting information sharing.


David Dubois, Andrea Bonezzi, and Matteo De Angelis (2013) ,"Do Others Influence What We Say? the Impact of Interpersonal Closeness on Word-Of-Mouth Valence", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .


David Dubois, INSEAD, France
Andrea Bonezzi, New York University, USA
Matteo De Angelis, LUISS University, Italy


NA - Advances in Consumer Research Volume 41 | 2013

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