A key concern for marketers, both in academia and practice, is understanding when and why positive and negative product information spreads through word-of-mouth (WOM). Indeed, positive WOM often
Why do people so often share negative personal information (e.g. a fight with a spouse, a miserable product experience) when research shows focusing on one’s own or another’s negative personal
Consumers’ purchasing decisions are often influenced by information provided by others in the form of advice (Cheema and Kaikati 2010; De Bruyn and Lilien 2008; Fitzsimons and Lehmann 2004).
There is a broad consensus that the rise in the obesity epidemic in the past several decades has been driven more by overeating (increased calorie intake) than by expending fewer calories (Ludwig
In this research we explore consumer attitudes toward one-sided appeals that present only the negative aspects of consuming indulgent food and determine how these attitudes influence subsequent food
