Work

Mimicry of Negative Valence in online WOM: A Cognitive Approach

Year: 2025

Type: conference-paper

Abstract: This paper shows that when writing online reviews, consumers systematically mimic the negative tone of nearby posts, largely through nonconscious processes, leading even satisfied customers to express more negative opinions when exposed to proximate negative evaluations.

Source: IRIS - Institutional Research Information System (Libera Università Internazionale degli Studi Sociali Guido Carli)

Authors: Andrea Pelaez Martinez, Lauren Block, Mahima Hada, Ujwal Kayande

Language: English

Topic: Digital Marketing and Social Media

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W7131320708

FWCI:

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