Introducing the Wom Transmitter in Generational Word of Mouth: Why Consumers Refuse to Transmit Positive Or Negative Word of Mouth

Dost, Florian and Sievert, Jens and Oetting, Martin (2011) Introducing the Wom Transmitter in Generational Word of Mouth: Why Consumers Refuse to Transmit Positive Or Negative Word of Mouth. In: NA - Advances in Consumer Research. UNSPECIFIED, pp. 410-416.

Abstract

Taking a transmitter’s perspective, this study identifies reasons to refuse word of mouth (WOM) transmission, creates a category system and analyzes the influence of either positive or negative WOM. We show that the transmission of negative WOM is refused more often, a result which is mainly driven by social constraints.