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
Is Congruity Desirable for Brand Extensions? A Conceptual and Meta-Analytic Review
Qian (Claire) Deng, University of Prince Edward Island
Paul Richard Messinger, University of Alberta, Canada
Portals of Transformation In Consumer Experiences
Linda L Price, University of Oregon, USA
Basil Arnould Price, York University, UK
Machine Talk: How Conversational Chatbots Promote Brand Intimacy and Influence Consumer Choice
Thomas Hilden, University of Geneva, Switzerland
Christian Hildebrand, University of Geneva, Switzerland
Gerald Häubl, University of Alberta, Canada