La Vie En Rose At the Top? Why Positive (Negative) Information Goes Up (Down) in a Hierarchy
Can the hierarchical relationship between a sender and a recipient of WOM information affect the type of information shared? Two studies demonstrate that senders of a WOM message tend to share significantly more positive (negative) information when addressing a recipient higher (lower) in the hierarchy, relative to negative (positive) information.
Christilene Du Plessis and David Dubois (2013) ,"La Vie En Rose At the Top? Why Positive (Negative) Information Goes Up (Down) in a Hierarchy", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .
Christilene Du Plessis, INSEAD, France
David Dubois, INSEAD, France
NA - Advances in Consumer Research Volume 41 | 2013
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