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

Author

Christilene du PLESSIS, Singapore Management UniversityFollow
David DUBOIS

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

Citation

du PLESSIS, Christilene and DUBOIS, David. La Vie En Rose at the top? Why positive (negative) information goes up (down) in a hierarchy. (2013). NA - Advances in Consumer Research Volume 41 (2013). 41,.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/5797

Additional URL

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