The Effect of Audience Expertise and Information Valence and Wom Transmission

We focus on how audience expertise shapes WOM valence, showing that individuals are more likely to share negative WOM with expert audiences but positive WOM with less expert audiences. We find that the interaction between audience expertise and WOM valence is explained by consumer’s desire to appear competent.



Citation:

Matteo De Angelis, Jonah Berger, and Chezy Ofir (2015) ,"The Effect of Audience Expertise and Information Valence and Wom Transmission", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 451-452.

Authors

Matteo De Angelis, Luiss University, Rome
Jonah Berger, Wharton School of the University of Pennsylvania
Chezy Ofir, Hebrew University



Volume

NA - Advances in Consumer Research Volume 43 | 2015



Share Proceeding

Featured papers

See More

Featured

L11. Consumer Search Mode Produces Unintended Marketing Consequences

Dan King, University of Texas Rio Grande Valley, USA
Sumitra Auschaitrakul, University of the Thai Chamber of Commerce

Read More

Featured

I8. How Food Images on Social Media Influence Online Reactions

Annika Abell, University of South Florida, USA
Dipayan Biswas, University of South Florida, USA

Read More

Featured

Stigmatization of a Cultural Ritual

Ingeborg Astrid Kleppe, Norwegian School of Economics and Business Administration, Norway
Natalia Maehle, Western Norway University of Applied Sciences
Cele Otnes, University of Illinois at Urbana-Champaign, USA

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.