What Happens When the Company Is the Unfairly Treated Party in Online Review?
We show that consumers who perceive unfairness in an online review towards a company behave against the unfair review and reviewer and in favor of the wronged company. This effect is explained by the negative emotions caused by the episode, reader's inferences about reviewer's motivations, and empathy towards the company.
Maria Alice Pasdiora, Cristiane Pizzutti, and Natalia Englert (2016) ,"What Happens When the Company Is the Unfairly Treated Party in Online Review?", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 752-752.
Maria Alice Pasdiora, Universidade Federal do Rio Grande do Sul, Brazil
Cristiane Pizzutti, Universidade Federal do Rio Grande do Sul, Brazil
Natalia Englert, Universidade Federal do Rio Grande do Sul, Brazil
NA - Advances in Consumer Research Volume 44 | 2016
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