A Negation Bias in Word of Mouth: How Negations Reveal and Maintain Expectancies About Brands and Products

We find that negations provide a subtle mechanism for communicating expectations and maintaining brand reputations. Study 1 shows that speakers use negations when they describe experiences inconsistent with their expectations. Study 2 shows how receivers “decode” this signal, and infer that experiences are less expected/more surprising when speakers use negations.



Citation:

Peeter Verlegh, Camiel Beukeboom , and Christian Burgers (2013) ,"A Negation Bias in Word of Mouth: How Negations Reveal and Maintain Expectancies About Brands and Products", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .

Authors

Peeter Verlegh, University of Amsterdam, The Netherlands
Camiel Beukeboom , Vrije University Amsterdam, The Netherlands
Christian Burgers, Vrije University Amsterdam, The Netherlands



Volume

NA - Advances in Consumer Research Volume 41 | 2013



Share Proceeding

Featured papers

See More

Featured

I3. Hormonal Effects on Materialism and the Moderating Role of Intrasexual Competition

Marcelo Vinhal Nepomuceno, HEC Montreal, Canada
Cristina Maria de Aguiar Pastore, Pontifical Catholic University of Paraná - PUCPR
Eric Stenstrom, Miami University, Ohio

Read More

Featured

Social Class and Prosocial Behaviors

Yan Vieites, Brazilian School of Public and Business Administration, Brazil
Eduardo B. Andrade, FGV / EBAPE
Rafael Burstein Goldszmidt, Brazilian School of Public and Business Administration, Brazil

Read More

Featured

Nostalgiacising: A Performative Theory of Nostalgic Consumption

Ela Veresiu, York University, Canada
Ana Babic Rosario, University of Denver
Thomas Derek Robinson, City University of London, UK

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.