"La Vie En Rose at the top? Why positive (negative) information goes up" by Christilene du PLESSIS and David DUBOIS
 

La Vie En Rose at the top? Why positive (negative) information goes up (down) in a hierarchy

Publication Type

Conference Proceeding Article

Publication Date

10-2013

Abstract

Can the hierarchical relationship between a sender and a recipient of WOM information affect the type of information shared? Two studies demonstrate that senders of a WOM message tend to share significantly more positive (negative) information when addressing a recipient higher (lower) in the hierarchy, relative to negative (positive) information.

Discipline

Marketing

Research Areas

Marketing

Publication

NA - Advances in Consumer Research Volume 41 (2013)

Volume

41

Publisher

Association for Consumer Research

City or Country

Chicago, IL

Additional URL

https://www.acrwebsite.org/volumes/1015220/volumes/v41/NA-41

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