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
A9. I know It’s not real, but I like it!
Junxian Yang, Singapore University of Social Sciences
Yue Wang, Singapore University of Social Sciences
Jufinnie Lim, Singapore University of Social Sciences
Yu-chen Hung, Singapore University of Social Sciences
The Impact of Anthropomorphized Cute Brands on Consumer Preferences for Distinctive and Majority-Endorsed Products
Marina Puzakova, Lehigh University
Nevena T Koukova, Lehigh University
Trust in the Holy or the Material: The Combined Impact of Religiousness and Materialism on Life Satisfaction
Kelly Gabriel, Vilanova University, USA
Aronte Bennett, Vilanova University, USA