TY - JOUR
T1 - Changing Nature of Consumer Values Toward Negative Word of Mouth
T2 - Voice and Risk Avoidance as Moderators
AU - Wako, Ali
AU - Fatima, Johra Kayeser
AU - Johns, Raechel
N1 - Publisher Copyright:
© 2024 John Wiley & Sons Ltd.
PY - 2025/1
Y1 - 2025/1
N2 - Given the increasing role of word of mouth (WOM), and primarily the impact of negative WOM on the decision-making of today's retail consumers, it is essential to understand the changing nature of consumer values (monetary, functional, emotional and social), emotion and attitude toward negative WOM. The current study's data were collected using two online surveys in 2015 and 2019, with 290 participants in Study 1 and 201 in Study 2. The intention behind using two different time points over a 4-year span was to capture the differences in consumers' views over the two periods. The study's findings suggested that social and emotional values remained unchanged; however, monetary and functional values changed over time. Interestingly, attitudes altered toward complaining, although the relationships between taking external action and negative WOM were unchanged in both studies. Consumers raising their voice and consumers' risk-taking attributes were found to be significant moderators in Study 1 but not in Study 2. The findings provide useful insights into the negative WOM literature and have implications for marketing practitioners, as highlighted in the paper's conclusion.
AB - Given the increasing role of word of mouth (WOM), and primarily the impact of negative WOM on the decision-making of today's retail consumers, it is essential to understand the changing nature of consumer values (monetary, functional, emotional and social), emotion and attitude toward negative WOM. The current study's data were collected using two online surveys in 2015 and 2019, with 290 participants in Study 1 and 201 in Study 2. The intention behind using two different time points over a 4-year span was to capture the differences in consumers' views over the two periods. The study's findings suggested that social and emotional values remained unchanged; however, monetary and functional values changed over time. Interestingly, attitudes altered toward complaining, although the relationships between taking external action and negative WOM were unchanged in both studies. Consumers raising their voice and consumers' risk-taking attributes were found to be significant moderators in Study 1 but not in Study 2. The findings provide useful insights into the negative WOM literature and have implications for marketing practitioners, as highlighted in the paper's conclusion.
KW - attitude
KW - Australia
KW - consumer emotion
KW - negative word of mouth
KW - survey
KW - values
UR - http://www.scopus.com/inward/record.url?scp=85208793781&partnerID=8YFLogxK
U2 - 10.1002/cb.2429
DO - 10.1002/cb.2429
M3 - Article
AN - SCOPUS:85208793781
SN - 1472-0817
VL - 24
SP - 455
EP - 469
JO - Journal of Consumer Behaviour
JF - Journal of Consumer Behaviour
IS - 1
ER -