Marketing research summary

Topics: Word of mouth, Marketing research, Marketing Pages: 2 (913 words) Published: April 26, 2014
Yen Pham
Summary for Journal of Consumer Research- Article “How Males and Females Differ in Their Likelihood of Transmitting Negative Word of Mouth”

Word-of-mouth (WOM) is the informal communication by consumers about their evaluations of goods and services to other consumers. Negative WOM (NWOM), typically arising from a dissatisfactory consumption experience. The given information the article found was that consumers may be more likely to transmit NWOM to those to whom they have strong ties. Research also shows that WOM between strong ties (e.g., family members and close friends) is more common and more persuasive than between weak ties. Similarly, research suggests that consumers are less likely to complain about a service provider with whom they have strong (as opposed to weak) ties. On the other hand, people may be less likely to transmit NWOM if they are concerned that doing so will hurt their image in the eyes of the NWOM recipient. Individuals are likely to consider the personal benefits and costs when deciding whether to engage in NWOM as well as the impact on the recipient of a message. The perceived social costs of NWOM are likely to be heightened when consumers have high-image-impairment concern. In addition, for strong ties in society, the social bond between individuals will offset the effect of image-impairment concern on NWOM. For weak ties, image-impairment concern will increase; therefore there will be less NWOM.

Based on the given information, the article then did another experiment in order to find out the difference of joint effect of image-impairment concern and tie strength on NWOM transmission between males and females. A marketing research therefore did a sample from its online panel, using 425 surveys of consumers experiencing negative product or service performance. Participants in this study are a diverse cross section of US consumers.

The results strongly support hypothesis. As predicted, they find a significant three-way...
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