The Power of Pottymouth in Word-Of-Mouth

This research uses Yelp field data as well as lab experiments to explore how, when, and why swearwords in word-of-mouth (WOM) affect consumer attitudes. Results show that swearwords positively influence purchase decisions because they convey both descriptive meaning about the product’s attributes and expressive meaning about the reviewer’s attitude.



Citation:

Katherine C Lafreniere and Sarah G Moore (2018) ,"The Power of Pottymouth in Word-Of-Mouth", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 264-269.

Authors

Katherine C Lafreniere, University of Alberta, Canada
Sarah G Moore, University of Alberta, Canada



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Doing Worse by Doing Good: How Corporate Social Responsibility makes Products Less Dangerous

Linda Lemarié, University of Neuchâtel
Florent Girardin, University of Neuchâtel

Read More

Featured

O4. Will Winning Always Encourage Risk Taking? The Effect of Competition Results and the Closeness of These Results

Beixi Wen, Renmin University of China
En-Chung Chang, Renmin University of China
Chunya Xie, Renmin University of China

Read More

Featured

Asymmetry in Susceptibility to Fake News due to Political Orientation

Hyerin Han, University of Minnesota, USA
Ryan Wang, University of Minnesota, USA
Akshay Rao, University of Minnesota, 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.