When Shared Joy Is Lessened: Comparing Psychological Costs Between Online and Offline Positive Word of Mouth

This research examines the difference in drivers of online and offline WOM. We suggest the existence of an emotional pain associated with the spreading of others’ positive experiences that could have a deterrent effect over online positive WOM. That effect does not exist in the case of offline positive WOM.



Citation:

Ana Suárez Vázquez and Manuel Chica Serrano (2016) ,"When Shared Joy Is Lessened: Comparing Psychological Costs Between Online and Offline Positive Word of Mouth", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 760-760.

Authors

Ana Suárez Vázquez, University of Oviedo, Spain
Manuel Chica Serrano, Open University of Catalonia, Spain



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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