You Gotta Try It! the Negative Side of Positive Word of Mouth
We examine the potential downside of Positive Word of Mouth (PWOM) in a new product context. While prior work shows that PWOM can elicit positive emotion through providing useful information, we find that it can also elicit negative emotion through exerting social pressure to competently use the recommended new product.
Sarah Moore and David Alexander (2013) ,"You Gotta Try It! the Negative Side of Positive Word of Mouth", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .
Sarah Moore, University of Alberta, Canada
David Alexander, University of St. Thomas, USA
NA - Advances in Consumer Research Volume 41 | 2013
Narrative Transportation and Cognitive Responses: The Other Side of the Story
Rebecca Krause, Northwestern University, USA
Derek Rucker, Northwestern University, USA
P6. Marginal Cost Consideration
Ethan Pew, Stony Brook University
Hyunhwan Lee, University of Miami, USA
Pro-Environmental Waste Receptacle Labeling Can Increase Recycling Contamination
Jesse R. Catlin, California State University, Sacramento
Yitong Wang, University of Technology Sydney
Rommel J. Manuel, California State University, Sacramento