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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