The Effect Of Word-Of-Mouth Communications On Consumer Fairness Perceptions
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Authors
Wingate, Nikki
Issue Date
2017-03-24
Type
Presentation
Language
en_US
Keywords
Consumer review , Fairness , Perception , Word of mouth
Alternative Title
Abstract
Purpose This research investigates the influence of reading another consumer’s negative and emotion-laden review of a similar purchase experience on consumer fairness perceptions. Methodology A total of 361 participants participated in two between-subjects experiments and two pilot studies involving a common scenario of a shopping experience at a retailer with price fluctuations. The focus was on the effects of observing emotional reviews about a common experience of an unfair treatment on fairness perceptions regarding the retailer. Findings Consumer perceptions of fairness regarding the retailer in the scenario worsened after observing another consumer’s negative and emotional review about a common experience (Study 1). This effect remained when the reviewer was assumed to be similar to the observing consumer, but disappeared when there was evidence to perceive the reviewer to be dissimilar (Study 2). Research limitations/implications This research contributes to the literature documenting the powerful influence of social interactions by suggesting perceived similarity as a potential moderator. Future research directions in word of mouth, emotional contagion, and consumer fairness perceptions are discussed. Practical implications Companies may benefit by participating in interactive communications among their customers in a typical online environment when the word-of-mouth communication source is unknown to the reader. Marketers can provide detailed contextual information about individual consumption experiences, in order to influence the perceptions of similarity between the commenters and observers. Originality/value This research suggests a practical means to mollify the negative influence of observing another customer’s reviews of a similar experience on consumer fairness perceptions.