Electronic word-of-mouth (eWOM) generation in new media platforms: The role of regulatory focus and collective dissonance

Shin, Dongwan; Biswas, Abhijit

doi:10.1007/s11002-013-9248-z

Cited by 66 publications

(48 citation statements)

References 27 publications

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“…The empirical study result reveals that the negativity bias is only present in long WOMs with emotional content. Some researchers advocated that negative WOMs were more helpful than positive ones [3,13,14,[18][19][20][21]. However, some other literatures argued that negativity bias existed only under some conditions [32,[36][37][38][39].…”

Section: Discussionmentioning

confidence: 99%

“…Some previous literature focused on the impact of negativity bias in WOM generation, which regarded the negativity bias as the phenomenon that low levels of satisfaction resulted in greater volume of WOMs than high levels [32,33]. Shin, Song and Biswas [19] used the team negativity bias to describe the phenomenon that consumers with negative consumption experience had the higher intention to generate WOMs than ones with positive experience. The negativity bias in WOM generation occurs due to the asymmetrical response to positive and negative events [13,33].…”

Section: Negativity Biasmentioning

confidence: 99%

“…Based on the argument of negative bias, negative WOMs are more influential than positive ones and will reduce consumers' purchasing intentions [14]. Negative WOMs are reported as more helpful than positive ones based on results of some empirical studies [i. e. 3,13,14,18,[19][20][21]. However, not all research supported the existence of negativity bias in WOM communication.…”

Section: Introductionmentioning

confidence: 99%

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Negativity Bias Effect in Helpfulness Perception of Word-of-Mouths: the Influence of Concreteness and Emotion

Wang

Chou

Chen

et al. 2015

Communications in Computer and Information Science

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Abstract. Word-of-mouth (WOM) is a powerful information resource for consumers to judge a product or service. WOM has persuasive power when audiences regard it as helpful. There is a psychological phenomenon, called the negativity bias, in which negative WOMs are usually regarded as more helpful than positive ones. However, not all previous studies supported the existence of negativity bias. This paper examines the negativity bias effect of WOM and explores the moderating effect of length and emotional content on the helpfulness perception of WOM. This study adopted experimental designs of 2 (positive/negative WOMs) X 2 (long/short WOMs) X 2 (WOMs with strong emotion/weak emotion) of 139 subjects. The empirical survey results reveal that length and emotional content of WOMs are influential factors for helpfulness perception of WOMs. Moreover, both length content and emotional content of WOMs also moderate the negativity bias effect of helpfulness perception. The negativity bias effect appears when WOMs are concrete and emotional. Keywords: Word-of-Mouths · Negativity bias effect · Product review IntroductionDuring the purchase decision-making process, the customers search for information about products/services. The information can be provided by the firms (advertising) as well as by other consumers (Word-of-mouths, WOMs). Literatures advocate that WOM is more persuasive than traditional advertising [1][2][3]. People tend to accept the recommendations when the message is from WOMs of unbiased authority, and reject the advertising claim when they believe the message is a sales tool rather than information and guidance [4]. WOM is an informal way of person-to-person communication regarding a brand, a product, service, or their providers [5]. WOM has significant influence on a consumer's purchase decision [6,7] and is a powerful information resource that helps shape consumers' attitude toward a product or service (Katz & Paul, 1996).

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Section: Discussionmentioning

confidence: 99%

Section: Negativity Biasmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Negativity Bias Effect in Helpfulness Perception of Word-of-Mouths: the Influence of Concreteness and Emotion

Wang

Chou

Chen

et al. 2015

Communications in Computer and Information Science

View full text Add to dashboard Cite

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“…Negative WOM gains power in online forums (i.e. electronic WOM or eWOM) (Dellarocas, 2006) with unique far reaching consequences when compared with offline WOM due to its collective nature (Chang et al, 2013;Shin et al, 2014). Complaints through negative eWOM toughen, as dissatisfied consumers find similar others online, and their interactions reinforce negative attitudes towards a firm (Ward and Ostrom, 2006;Yu-Lun and Ching-Jui, 2014) adopting cynical behaviours (Chylinski and Chu, 2010;Yu-Lun and Ching-Jui, 2014).…”

Section: Introductionmentioning

confidence: 99%

“…Previous research has identified consumer anxiety reduction and vengeance, as some of the motives for engaging in negative eWOM (Garg and Kataria, 2013). It also has found that consumers with high cognitive dissonance and prevention-focused consumers disseminate more negative eWOM (Shin et al, 2014;Yu-Lun and Ching-Jui, 2014). Results highlight the importance of brand involvement (Chang et al, 2013) and how consumer reviews are more effective than direct brand responses to attenuate negative eWOM (Einwiller and Steilen, 2015;Ullrich and Brunner, 2015).…”

Section: Introductionmentioning

confidence: 99%

When eWOM becomes cynical

Amezcua

Quintanilla

2016

Int J Consumer Studies

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Nowadays, it is common practice for corporations to communicate with consumers through social network sites (SNSs), such as YouTube, which allow consumers to share and comment on companies' sponsored videos communicating their marketing campaigns. The authors conducted a qualitative assessment of posts written on the official YouTube site of Coca Cola, where the brand asks consumers to join in a brigade against obesity. Results extend the current knowledge about consumers' negative electronic word of mouth (eWOM), identifying three forms of cynical consumer communication styles in response to corporate campaigns on SNSs: skeptical, passiveaggressive and warrior eWOM. Managerial implications, limitations and some avenues for future research are indicated.

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Perceived deception and online repurchase intention: The moderating effect of product type and consumer regulatory orientation

Wang

Ashraf

Thongpapanl

et al. 2022

J of Consumer Behaviour

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Limited by e-tailers' ability to present accurate information about their products, consumers often misunderstand and misinterpret product messaging, which can heighten their perception of deception among e-tailers and result in unfavorable consumer behaviors and actions. Integrating perceived deception and existing consumer behavior theories, this research examines the intricate relationships between product type (hedonic vs. utilitarian), consumer regulatory orientation (promotion vs. prevention), and their interactive effect on the relationship between perceived deception and consumer repurchase intention in online settings. Across three studies, we identified a less negative impact due to perceived deception for online repurchase intention of hedonic products than for utilitarian products. After perceived deception occurs, promotion-oriented individuals show a higher online repurchase intention compared to prevention-oriented individuals. Furthermore, the fit between promotion orientation and hedonic products works best to attenuate perceived deception's unfavorable impact on online repurchase intention. In contrast, the fit between prevention orientation and utilitarian products leads to the lowest online repurchase intentions.Also, e-tailers can increase repurchase intentions by emphasizing the hedonic attribute, and instigating promotion intention would help mitigate the negative effects of perceived deception. | INTRODUCTIONCompanies' use of deceptive tactics (e.g., misleading advertisements, misrepresentations of product information) to advertise their products is a common practice within business disciplines (Riquelme & Román, 2014;Xie et al., 2015). For example, fruity-gummy snacks made almost entirely of processed sugar are often infused with vitamin C; the company emphasizes the presence of vitamin C in the candy and utilizes front-of-package labeling to persuade consumers to view the candy as a healthy snack (Welches Company, 2018

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Electronic word-of-mouth (eWOM) generation in new media platforms: The role of regulatory focus and collective dissonance

Cited by 66 publications

References 27 publications

Negativity Bias Effect in Helpfulness Perception of Word-of-Mouths: the Influence of Concreteness and Emotion

Negativity Bias Effect in Helpfulness Perception of Word-of-Mouths: the Influence of Concreteness and Emotion

When eWOM becomes cynical

Perceived deception and online repurchase intention: The moderating effect of product type and consumer regulatory orientation

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