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.
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.
Nicholas J. Olson, Texas A&M University, USA
Rohini Ahluwalia, University of Minnesota, USA
NA - Advances in Consumer Research Volume 46 | 2018
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