When Sharing Isn’T Caring: the Influence of Seeking the Best on Sharing Favorable Word of Mouth About Unsatisfactory Purchases

We find that a goal of attaining the best, or maximizing, enhances consumers’ tendency to share favorable (rather than unfavorable) word of mouth about dissatisfying purchases, in an effort to persuade others to make the same bad purchases, and thereby turn their own objectively poor outcomes into relatively better ones.



Citation:

Nicholas J. Olson and Rohini Ahluwalia (2018) ,"When Sharing Isn’T Caring: the Influence of Seeking the Best on Sharing Favorable Word of Mouth About Unsatisfactory Purchases", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 732-733.

Authors

Nicholas J. Olson, Texas A&M University, USA
Rohini Ahluwalia, University of Minnesota, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

F10. Food Waste: On the Normalization of Structural Violence

Andreas Plank, Privatuniversität Schloss Seeburg

Read More

Featured

When Sharing Isn’t Caring: The Influence of Seeking the Best on Sharing Favorable Word of Mouth about Unsatisfactory Purchases

Nicholas J. Olson, Texas A&M University, USA
Rohini Ahluwalia, University of Minnesota, USA

Read More

Featured

M7. The Mixed Effects of Nostalgia on Consumer Switching Behavior

Zhongqiang (Tak) Huang, University of Hong Kong
Xun (Irene) Huang, Nanyang Technological University, Singapore
Yuwei Jiang, Hong Kong Polytechic University

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.