The Closeness Buffering Effect: How Closeness Weakens Negative Wom Impacts

Word of Mouth (WOM) has great impacts on consumer decisions. Contrary to the common belief of greater impacts from close friends over strangers, we found that negative WOM from close (distant) others were viewed more subjective (objective) and thus become less (more) influential on consumers’ decisions.



Citation:

Li Huang and Hang Nguyen (2020) ,"The Closeness Buffering Effect: How Closeness Weakens Negative Wom Impacts", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1199-1199.

Authors

Li Huang, Hofstra University, USA
Hang Nguyen, Michigan State University, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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