The contrasting effects of negative word of mouth in the post-consumption stage

We explore the effects of negative word of mouth (NWOM) from worse-off or similar others in the post-consumption stage. In four experiments, we show that the ramifications of NWOM are more complex than portrayed in the literature. Specifically, we demonstrate that attribute-based NWOM has a negative (i.e., aggravating) effect on dissatisfied consumers, whereas experience-based NWOM has a positive (i.e., alleviating) effect. Thought-listing data reveal distinct processes underlying the contrasting effects. On one hand, these results are consistent with the predictions of attitude polarization and downward comparison research. On the other hand, they are explainable in terms of the disconfirmation model.

Research Highlights
► Negative word of mouth (NWOM) can aggravate or alleviate dissatisfaction.
► Attribute-based NWOM from worse-off or similar others aggravates dissatisfaction.
► The aggravating effect of NWOM is due to a product-evaluative process.
► Experience-based NWOM from worse-off or similar others alleviates dissatisfaction.
► The alleviating effect of NWOM is due to a social-comparative process.