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.
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.
Katherine C Lafreniere, University of Alberta, Canada
Sarah G Moore, University of Alberta, Canada
NA - Advances in Consumer Research Volume 46 | 2018
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