Difference Of Opinion Or Something Sinister? Context Effects On Consumer Responses To Exposure To Erroneous Product Information In The Blogosphere
Abstract
Erroneous consumer-communicated product-related content can be dissatisfying for information seekers and lead to deleterious performance outcomes for both communicator and implicated organization. Stemming from a perception of either marketing relationship or insufficient ability to achieve domain accuracy, instantiation of erroneous content in the blogosphere facilitates blame assignments that, as an experiment shows, vary with the presence versus absence of a word-of-mouth marketing disclosure and partially with accordance between the consumption experience versus authoritative knowledge signaled ability base of the communicator and the hedonic versus utilitarian perspective espoused in the message. Blame cognitions directed at the communicator and, when a marketing disclosure is made, the organization, drive retaliation intentions. However, blame and retaliation relationships are partially mediated by experiences of negative affect.
References
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Ashley, Christy, and Tracy Tuten (2015), “Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement,” Psychology and Marketing, 32(1), 15-27.
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Chitturi, Ravindra, Rajagopal Raghunathan, and Vivay Mahajan (2008), “Form versus function: How the intensities of specific emotions evoked in functional versus hedonic trade-offs mediate product preferences,” Journal of Marketing Research, 44(4), 702-14.
Darke, Peter, and Robin Ritchie (2007), “The defensive consumer: Advertising deception, defensive processing, and distrust,” Journal of Marketing Research, XLIV(Feb.), 114-27.
de Matos, Celso, Jorge Henrique, and Carlos Rossi (2007), “Service recovery paradox: A meta-analysis,” Journal of Service Research, 10(1), 60-77.
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Doyle, James, Louise Heslop, Alex Ramirez, and David Cray (2012a), “Trust intentions in readers of blogs,” Management Research Review, 35(9), 837-56.
------, ------, ------, ------, and Anahit Armenakyan (2012b), “Trust building in wine blogs: A content analysis,” International Journal of Wine Business Research, 24(3), 196-218.
Eagly, Alice, Wendy Wood, and Shelly Chaiken (1978), “Causal inferences about communicators and their effect on opinion change,” Journal of Personality and Social Psychology, 36(4), 424-35.
Estelami, Hooman (2000), “Competitive and procedural determinants of delight and disappointment in consumer complaint outcomes,” Journal of Service Research, 2(3), 285-300.
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Fleck, Nathalie, Michael Korchia, and Isabelle Le Roy (2012), “Celebrities in advertising: Looking for congruence or likeability?” Psychology and Marketing, 29(9), 651-62.
Folkes, Valerie (1988), “Recent attribution research and consumer behavior: A review and new directions,” Journal of Consumer Research, 14(March), 548-65.
Friedman, Hershey, and Linda Friedman (1979), “Endorser effectiveness by product type,” Journal of Advertising Research, 19, 63-71.
Friestad, Marian, and Peter Wright (1994), “The persuasion knowledge model: How people cope with persuasion attempts,” Journal of Consumer Research, 23, 1-31.
Gazley, Aaron, Gemma Clark, and Ashish Sinha (2011), “Understanding preferences for motion pictures,” Journal of Business Research, 64, 854-61.
Gelbrich, Katja (2010), “Anger, frustration, and helplessness after service failure: Coping strategies and effective informational support,” Journal of the Academy of Marketing Science, 38, 567-85.
Gilbert, Daniel, and Patrick Malone (1995), “The correspondence bias,” Psychological Bulletin, 117(1), 21-38.
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Hocutt, Mary Ann, Michael Bowers, and D. Todd Donavan (2006), “The art of service recovery: Fact or fiction?” Journal of Services Marketing, 20(3), 199-207.
Huang, Chun-Yao, Yong-Zheng Shen, Hong-Xiang Lin, and Shin-Shin Chang (2007), “Bloggers' motivations and behaviors: A model,” Journal of Advertising Research, 47(4), 472-84.
Hunt, James, Michael Smith, and Jerome Kernan (1985), “The effects of expectancy disconfirmation and argument strength on message processing level: An application to personal selling,” Advances in Consumer Research, 12(1), 450-54.
Iglesias, Victor (2009), “The attribution of service failures: Effects on consumer satisfaction,” The Service Industries Journal, 29(2), 127-41.
Kalamas, Maria, Michel Laroche, and Lucy Makdessian (2008), “Reaching the boiling point: Consumers’ negative affective reactions to firm-attributed service failures,” Journal of Business Research, 61, 813-24.
Kelley, Harold (1973), “The processes of causal attribution,” American Psychologist, 28(2), 107-28.
Kozinets, Robert, Kristine de Valck, Andrea Wojnicki, and Sarah Wilner (2010), “Networked narratives: Understanding word-of-mouth marketing in online communities,” Journal of Marketing, 74(March), 71-89.
Lazarus, Richard (1991), “Cognition and motivation in emotion,” American Psychologist, 46(4), 352-67.
Lee, Mira, and Seounmi Youn (2009), “Electronic word of mouth (eWOM): How eWOM platforms influence consumer product judgement,” International Journal of Advertising, 28(3), 473-99.
Lenhart, Amanda, and Susannah Fox (2006), “Bloggers: A portrait of the Internet’s new storytellers,” Pew Internet and American Life Project, Washington, D.C.
Libai, Barak, Ruth Bolton, Marnix Bügel, Ko de Ruyter, Oliver Götz, Hans Risselada, and Andrew Stephen (2010), “Customer-to-customer interactions: Broadening the scope of word of mouth research, ” Journal of Service Research, 13(3), 267-82.
Mayer, Roger, James Davis, and F. David Schoorman (1995), “An integrative model of organizational trust,” Academy of Management Review, 20(3), 709-34.
Mishra, Aditya, Subhadip Roy, and Ainsworth Bailey (2015), “Exploring brand personality-celebrity endorser personality congruence in celebrity endorsements in the Indian context,” Psychology and Marketing, 32(12), 1158-74.
Nelson, Phillip (1970), “Information and consumer behavior,” Journal of Political Economy, 78(2), 311-29.
Oliver, Mary Beth, and Anne Bartsch (2010), “Appreciation as audience response: Exploring entertainment gratifications beyond hedonism,” Human Communication Research, 36, 53-81.
Oliver, Richard (1977), “Effect of expectation and disconfirmation on postexposure product evaluations: An alternative explanation,” Journal of Applied Psychology, 62(4), 480-86.
Park, Min-Sook, Jong-Kuk Shin, and Yong Ju (2015), “A taxonomy of social networking site users: Social surveillance and self-surveillance perspective,” Psychology and Marketing, 32(6), 601-10.
Potts, Richard, and Angela Belden (2009), “Parental guidance: A content analysis of MPAA motion picture rating justifications 1993-2005,” Current Psychology, 28, 266-83.
Ruth, Julie, Frédéric Brunel, and Cele Otnes (2002), “Linking thoughts to feelings: Investigating cognitive appraisals and consumption emotions in a mixed-emotions context,” Journal of the Academy of Marketing Science, 30(1), 44-58.
Schlosser, Ann (2011), “Can including pros and cons increase the helpfulness and persuasiveness of online reviews? The interactive effects of ratings and arguments,” Journal of Consumer Psychology, 21, 226-39.
Smith, Scott, Dan Fisher, and S. Jason Cole (2007), “The lived meanings of fanaticism: Understanding the complex role of labels and categories in defining the self in consumer culture,” Consumption Markets and Culture, 10(2), 77-94.
Stokburger-Sauer, Nicola, and Caroline Wiertz (2015), “Online consumption communities: An introduction,” Psychology and Marketing, 32(3), 235-39.
Thorne, Scott, and Gordon Bruner (2006), “An exploratory investigation of the characteristics of consumer fanaticism,” Qualitative Market Research: An International Journal, 9(1), 51-72.
Thorsten Hennig-Thurau, Kevin Gwinner, Gianfranco Walsh, and Dwayne Gremler (2004), “Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?” Journal of Interactive Marketing, 18(1), 38-52.
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Wang, Sijun, and Lenard Huff (2007), “Explaining buyers’ responses to sellers’ violation of trust,” European Journal of Marketing, 41(9/10), 1033-52.
Wei, Mei-Ling, Eileen Fischer, and Kelley Main (2008), “An examination of the effects of activating persuasion knowledge on consumer response to brands engaging in covert marketing,” Journal of Public Policy and Marketing, 27(1), 34-44.
Weiner, Bernard (2000), “Attributional thoughts about consumer behavior,” Journal of Consumer Research, 27(3), 382-87.
Wetzer, Inge, Marcel Zeelenberg, and Rik Pieters (2007), “‘Never eat in that restaurant, I did!’: Exploring why people engage in negative word-of-mouth communication,” Psychology and Marketing, 24(8), 661-80.
Word of Mouth Marketing Association (2007), “WOM 101,” (available at http://womma.org/wom101/wom101.pdf).
Xie, Yi, and Siqing Peng (2009), “How to repair customer trust after negative publicity: The roles of competence, integrity, benevolence, and forgiveness,” Psychology and Marketing, 26(7), 572-89.
Xie, Guang-Xin, Robert Madrigal, and David Boush (2015), “Disentangling the effects of perceived deception and anticipated harm on consumer responses to deceptive advertising,” Journal of Business Ethics, 129, 281-93.
Xie, Wenwen, Boya Yu, Xinyue Zhou, Constantine Sedikides, and Kathleen Vohs (2014), “Money, moral transgressions, and blame,” Journal of Consumer Psychology, 24(3), 299-306.
Zhang, Yinlong, Lawrence Feick, and Vikas Mittal (2014), “How males and females differ in their likelihood of transmitting negative word of mouth,” Journal of Consumer Research, 40, 1097-108.
Zourrig, Haithem, Jean-Charles Chebat, and Roy Toffoli (2009), “Consumer revenge behavior: A cross-cultural perspective,” Journal of Business Research, 62(10), 995-1001.
Andrade, Eduardo (2005), “Behavioral consequences of affect: Combining evaluative and regulatory mechanisms,” Journal of Consumer Research, 32, 355-62.
Andreassen, Tor (2001), “From disgust to delight. Do customers hold a grudge?” Journal of Service Research, 4(1), 39-49.
Ashley, Christy, and Tracy Tuten (2015), “Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement,” Psychology and Marketing, 32(1), 15-27.
Bagozzi, Richard, Mahesh Gopinath, and Prashanth Nyer (1999), “The role of emotions in marketing,” Journal of the Academy of Marketing Science, 27(2), 184-206.
Bitner, Mary Jo, Bernard Booms, and Mary Tetrault (1990), “The service encounter: Diagnosing favourable and unfavourable incidents,” Journal of Marketing, 54(January), 71-84.
Bonifield, Carolyn, and Catherine Cole (2007), “Affective responses to service failure: Anger, regret, and retaliatory versus conciliatory responses,” Marketing Letters, 18, 85-99.
Bougie, Roger, Rik Pieters, and Marcel Zeelenberg (2003), “Angry customers don’t come back, they get back: The experience and behavioral implications of anger and dissatisfaction in services,” Journal of the Academy of Marketing Science, 31(4), 377-93.
Carl, Walter (2008), “The role of disclosure in organized word-of-mouth marketing programs,” Journal of Marketing Communications, 14(3), 225-41.
Chebat, Jean-Charles, Moshe Davidow, and Isabelle Codjovi (2005), “Silent voices: Why some dissatisfied consumers fail to complain,” Journal of Service Research, 7(4), 328-42.
Chitturi, Ravindra, Rajagopal Raghunathan, and Vivay Mahajan (2008), “Form versus function: How the intensities of specific emotions evoked in functional versus hedonic trade-offs mediate product preferences,” Journal of Marketing Research, 44(4), 702-14.
Darke, Peter, and Robin Ritchie (2007), “The defensive consumer: Advertising deception, defensive processing, and distrust,” Journal of Marketing Research, XLIV(Feb.), 114-27.
de Matos, Celso, Jorge Henrique, and Carlos Rossi (2007), “Service recovery paradox: A meta-analysis,” Journal of Service Research, 10(1), 60-77.
Dichter, Ernest (1966), “How word-of-mouth advertising works,” Harvard Business Review, 44(6), 147-66.
Doyle, James, Louise Heslop, Alex Ramirez, and David Cray (2012a), “Trust intentions in readers of blogs,” Management Research Review, 35(9), 837-56.
------, ------, ------, ------, and Anahit Armenakyan (2012b), “Trust building in wine blogs: A content analysis,” International Journal of Wine Business Research, 24(3), 196-218.
Eagly, Alice, Wendy Wood, and Shelly Chaiken (1978), “Causal inferences about communicators and their effect on opinion change,” Journal of Personality and Social Psychology, 36(4), 424-35.
Estelami, Hooman (2000), “Competitive and procedural determinants of delight and disappointment in consumer complaint outcomes,” Journal of Service Research, 2(3), 285-300.
Federal Trade Commission (2009), “FTC publishes final guides governing endorsements, testimonials,” (available at http://www.ftc.gov/opa/2009/10/endortest.shtm).
Fleck, Nathalie, Michael Korchia, and Isabelle Le Roy (2012), “Celebrities in advertising: Looking for congruence or likeability?” Psychology and Marketing, 29(9), 651-62.
Folkes, Valerie (1988), “Recent attribution research and consumer behavior: A review and new directions,” Journal of Consumer Research, 14(March), 548-65.
Friedman, Hershey, and Linda Friedman (1979), “Endorser effectiveness by product type,” Journal of Advertising Research, 19, 63-71.
Friestad, Marian, and Peter Wright (1994), “The persuasion knowledge model: How people cope with persuasion attempts,” Journal of Consumer Research, 23, 1-31.
Gazley, Aaron, Gemma Clark, and Ashish Sinha (2011), “Understanding preferences for motion pictures,” Journal of Business Research, 64, 854-61.
Gelbrich, Katja (2010), “Anger, frustration, and helplessness after service failure: Coping strategies and effective informational support,” Journal of the Academy of Marketing Science, 38, 567-85.
Gilbert, Daniel, and Patrick Malone (1995), “The correspondence bias,” Psychological Bulletin, 117(1), 21-38.
Grégoire, Yany, and Robert Fisher (2008), “Customer betrayal and retaliation: When your best customers become your worst enemies,” Journal of the Academy of Marketing Science, 36, 247-61.
------, Daniel Laufer, and Thomas Tripp (2010), “A comprehensive model of customer direct and indirect revenge: Understanding the effects of perceived greed and customer power,” Journal of the Academy of Marketing Science, 38, 738-58.
------, Thomas Tripp, and Renaud Legoux (2009), “When customer love turns into lasting hate: The effects of relationship strength and time on customer revenge and avoidance,” Journal of Marketing, 73(Nov.), 18-32.
Hayes, Andrew (2012), “SPSS PROCESS documentation,” (available at http://www.afhayes.com).
Heider, Fritz (1958), “The psychology of interpersonal relations,” John Wiley and Sons, Inc.
Heslop, Louise, Irene Lu, and David Cray (2009), “Australian consumers’ attitudes toward France a decade after nuclear testing: evidence of forgiveness,” Journal of Consumer Behavior, 8, 192-210.
Hocutt, Mary Ann, Michael Bowers, and D. Todd Donavan (2006), “The art of service recovery: Fact or fiction?” Journal of Services Marketing, 20(3), 199-207.
Huang, Chun-Yao, Yong-Zheng Shen, Hong-Xiang Lin, and Shin-Shin Chang (2007), “Bloggers' motivations and behaviors: A model,” Journal of Advertising Research, 47(4), 472-84.
Hunt, James, Michael Smith, and Jerome Kernan (1985), “The effects of expectancy disconfirmation and argument strength on message processing level: An application to personal selling,” Advances in Consumer Research, 12(1), 450-54.
Iglesias, Victor (2009), “The attribution of service failures: Effects on consumer satisfaction,” The Service Industries Journal, 29(2), 127-41.
Kalamas, Maria, Michel Laroche, and Lucy Makdessian (2008), “Reaching the boiling point: Consumers’ negative affective reactions to firm-attributed service failures,” Journal of Business Research, 61, 813-24.
Kelley, Harold (1973), “The processes of causal attribution,” American Psychologist, 28(2), 107-28.
Kozinets, Robert, Kristine de Valck, Andrea Wojnicki, and Sarah Wilner (2010), “Networked narratives: Understanding word-of-mouth marketing in online communities,” Journal of Marketing, 74(March), 71-89.
Lazarus, Richard (1991), “Cognition and motivation in emotion,” American Psychologist, 46(4), 352-67.
Lee, Mira, and Seounmi Youn (2009), “Electronic word of mouth (eWOM): How eWOM platforms influence consumer product judgement,” International Journal of Advertising, 28(3), 473-99.
Lenhart, Amanda, and Susannah Fox (2006), “Bloggers: A portrait of the Internet’s new storytellers,” Pew Internet and American Life Project, Washington, D.C.
Libai, Barak, Ruth Bolton, Marnix Bügel, Ko de Ruyter, Oliver Götz, Hans Risselada, and Andrew Stephen (2010), “Customer-to-customer interactions: Broadening the scope of word of mouth research, ” Journal of Service Research, 13(3), 267-82.
Mayer, Roger, James Davis, and F. David Schoorman (1995), “An integrative model of organizational trust,” Academy of Management Review, 20(3), 709-34.
Mishra, Aditya, Subhadip Roy, and Ainsworth Bailey (2015), “Exploring brand personality-celebrity endorser personality congruence in celebrity endorsements in the Indian context,” Psychology and Marketing, 32(12), 1158-74.
Nelson, Phillip (1970), “Information and consumer behavior,” Journal of Political Economy, 78(2), 311-29.
Oliver, Mary Beth, and Anne Bartsch (2010), “Appreciation as audience response: Exploring entertainment gratifications beyond hedonism,” Human Communication Research, 36, 53-81.
Oliver, Richard (1977), “Effect of expectation and disconfirmation on postexposure product evaluations: An alternative explanation,” Journal of Applied Psychology, 62(4), 480-86.
Park, Min-Sook, Jong-Kuk Shin, and Yong Ju (2015), “A taxonomy of social networking site users: Social surveillance and self-surveillance perspective,” Psychology and Marketing, 32(6), 601-10.
Potts, Richard, and Angela Belden (2009), “Parental guidance: A content analysis of MPAA motion picture rating justifications 1993-2005,” Current Psychology, 28, 266-83.
Ruth, Julie, Frédéric Brunel, and Cele Otnes (2002), “Linking thoughts to feelings: Investigating cognitive appraisals and consumption emotions in a mixed-emotions context,” Journal of the Academy of Marketing Science, 30(1), 44-58.
Schlosser, Ann (2011), “Can including pros and cons increase the helpfulness and persuasiveness of online reviews? The interactive effects of ratings and arguments,” Journal of Consumer Psychology, 21, 226-39.
Smith, Scott, Dan Fisher, and S. Jason Cole (2007), “The lived meanings of fanaticism: Understanding the complex role of labels and categories in defining the self in consumer culture,” Consumption Markets and Culture, 10(2), 77-94.
Stokburger-Sauer, Nicola, and Caroline Wiertz (2015), “Online consumption communities: An introduction,” Psychology and Marketing, 32(3), 235-39.
Thorne, Scott, and Gordon Bruner (2006), “An exploratory investigation of the characteristics of consumer fanaticism,” Qualitative Market Research: An International Journal, 9(1), 51-72.
Thorsten Hennig-Thurau, Kevin Gwinner, Gianfranco Walsh, and Dwayne Gremler (2004), “Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?” Journal of Interactive Marketing, 18(1), 38-52.
Umashankar, Nita, Raji Srinivasan, and Jeffrey Parker (2016), “Cross-buying after product failure recovery? Depends on how you feel about it,” Journal of Marketing Theory and Practice, 24(1), 1-22.
Vidal, David (2014), “Eye for an eye: Examining retaliation in business-to-business relationships,” European Journal of Marketing, 48(1/2), 47-67.
Wang, Sijun, and Lenard Huff (2007), “Explaining buyers’ responses to sellers’ violation of trust,” European Journal of Marketing, 41(9/10), 1033-52.
Wei, Mei-Ling, Eileen Fischer, and Kelley Main (2008), “An examination of the effects of activating persuasion knowledge on consumer response to brands engaging in covert marketing,” Journal of Public Policy and Marketing, 27(1), 34-44.
Weiner, Bernard (2000), “Attributional thoughts about consumer behavior,” Journal of Consumer Research, 27(3), 382-87.
Wetzer, Inge, Marcel Zeelenberg, and Rik Pieters (2007), “‘Never eat in that restaurant, I did!’: Exploring why people engage in negative word-of-mouth communication,” Psychology and Marketing, 24(8), 661-80.
Word of Mouth Marketing Association (2007), “WOM 101,” (available at http://womma.org/wom101/wom101.pdf).
Xie, Yi, and Siqing Peng (2009), “How to repair customer trust after negative publicity: The roles of competence, integrity, benevolence, and forgiveness,” Psychology and Marketing, 26(7), 572-89.
Xie, Guang-Xin, Robert Madrigal, and David Boush (2015), “Disentangling the effects of perceived deception and anticipated harm on consumer responses to deceptive advertising,” Journal of Business Ethics, 129, 281-93.
Xie, Wenwen, Boya Yu, Xinyue Zhou, Constantine Sedikides, and Kathleen Vohs (2014), “Money, moral transgressions, and blame,” Journal of Consumer Psychology, 24(3), 299-306.
Zhang, Yinlong, Lawrence Feick, and Vikas Mittal (2014), “How males and females differ in their likelihood of transmitting negative word of mouth,” Journal of Consumer Research, 40, 1097-108.
Zourrig, Haithem, Jean-Charles Chebat, and Roy Toffoli (2009), “Consumer revenge behavior: A cross-cultural perspective,” Journal of Business Research, 62(10), 995-1001.
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