Consumers' responses to negative word-of-mouth communication: An attributions theory perspective

被引:296
作者
Laczniak, RN [1 ]
DeCarlo, TE [1 ]
Ramaswami, SN [1 ]
机构
[1] Iowa State Univ, Dept Mkt, Ames, IA 50011 USA
关键词
D O I
10.1207/S15327663JCP1101_5
中图分类号
F [经济];
学科分类号
02 ;
摘要
Research on negative word-of-mouth communication (WOMC) in general, and the process by which negative WOMC affects consumers' brand evaluations in particular, has been limited. This study uses attribution theory to explain consumers' responses to negative WOMC. Experimental results suggest that (a) causal attributions mediate the negative WOMC-brand evaluation relation, (b) receivers' attributions depend on the manner in which the negative WOMC is conveyed, and (c) brand name affects attributions. Results also suggest that when receivers attribute the negativity of the WOMC message to the brand, brand evaluations decrease; however, if receivers attribute the negativity to the communicator, brand evaluations increase.
引用
收藏
页码:57 / 73
页数:17
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