Effect of Demographic Variables on Self-Concept of Positive and Negative Word-of-Mouth

Abstract

The purpose of the study was to investigate the ability of demographic variables including sex, education, household income, personal income, and age to predict consumers' self-concept of positive (complimenting) word-of-mouth and negative (complaining) word-of-mouth (WOM). The sample was 757 consumers who responded to a national mailed questionnaire to 4,000 households. Demographic variable had an effect on consumers' self-concept of their typical complaining and complimenting behavior of the consumers surveyed. However, demographic variables affected complaining and complimenting behavior differently. Sex, educational level, and age were found to be effective in predicting positive WOM (complimenting), and household income and age were found to be effective in predicting negative WOM (complaining).