Featured Research

from universities, journals, and other organizations

Does gender play role in negative word of mouth advertising?

Date:
December 10, 2013
Source:
Journal of Consumer Research, Inc.
Summary:
When do you complain about a faulty product or a bad shopping experience? Do you tell your friends or does a total stranger hear the brunt of your rant? According to a new study, it turns out that men and women engage in negative word-of-mouth advertising in very different ways.

When do you complain about a faulty product or a bad shopping experience? Do you tell your friends or does a total stranger hear the brunt of your rant? According to a new study in the Journal of Consumer Research, it turns out that men and women engage in negative word-of-mouth advertising in very different ways.

"Negative word-of-mouth advertising is the most persuasive form of marketing communication. Whether or not you engage in this type of behavior depends on whether you are a male or a female, whether the person you are talking to is a close friend or just an acquaintance, and whether or not you are concerned about impairing your image (that is, admitting you are not a smart consumer)," write authors Yinlong Zhang (University of Texas, San Antonio), Lawrence Feick (University of Pittsburgh), and Vikas Mittal (Rice University).

The authors conducted a series of experiments to study the behavior of men and women, asking them to recall a dissatisfying retail experience and indicate how likely they were to tell others about it. The researchers manipulated how the message was transmitted and also measured the varying levels of concern around what other people thought of them.

Results from one study showed that men were sensitive to impairing their image, but did not show any preference in who they complained to. If they had high concern about what other people thought of them, men were less likely to complain at all. In contrast, females showed a remarkably different pattern. Only when they had a high concern about their reputation were they less likely to complain to strangers. Otherwise, women had a higher likelihood for complaining to close friends.

"Prior research has assumed that negative word-of-mouth transmission is largely a function of product performance, and that social factors play a negligible role. Our research, in contrast, shows that social factors -- particularly those related to a person's gender -- can crucially affect whether or not people will complain," the authors conclude. "Moreover, there may be some product categories (fashion goods, for example) where people may be more concerned about their image and less likely to admit when something went wrong."


Story Source:

The above story is based on materials provided by Journal of Consumer Research, Inc.. Note: Materials may be edited for content and length.


Journal Reference:

  1. Yinlong Zhang, Lawrence Feick, and Vikas Mittal. How Males and Females Differ in Their Likelihood of Transmitting Negative Word of Mouth. Journal of Consumer Research, April 2014

Cite This Page:

Journal of Consumer Research, Inc.. "Does gender play role in negative word of mouth advertising?." ScienceDaily. ScienceDaily, 10 December 2013. <www.sciencedaily.com/releases/2013/12/131210113411.htm>.
Journal of Consumer Research, Inc.. (2013, December 10). Does gender play role in negative word of mouth advertising?. ScienceDaily. Retrieved August 21, 2014 from www.sciencedaily.com/releases/2013/12/131210113411.htm
Journal of Consumer Research, Inc.. "Does gender play role in negative word of mouth advertising?." ScienceDaily. www.sciencedaily.com/releases/2013/12/131210113411.htm (accessed August 21, 2014).

Share This




More Mind & Brain News

Thursday, August 21, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Lost Brain Cells To Blame For Sleep Problems Among Seniors

Lost Brain Cells To Blame For Sleep Problems Among Seniors

Newsy (Aug. 21, 2014) According to a new study, elderly people might have trouble sleeping because of the loss of a certain group of neurons in the brain. Video provided by Newsy
Powered by NewsLook.com
Do More Wedding Guests Make A Happier Marriage?

Do More Wedding Guests Make A Happier Marriage?

Newsy (Aug. 20, 2014) A new study found couples who had at least 150 guests at their weddings were more likely to report being happy in their marriages. Video provided by Newsy
Powered by NewsLook.com
Charter Schools Alter Post-Katrina Landscape

Charter Schools Alter Post-Katrina Landscape

AP (Aug. 20, 2014) Nine years after Hurricane Katrina, charter schools are the new reality of public education in New Orleans. The state of Louisiana took over most of the city's public schools after the killer storm in 2005. (Aug. 20) Video provided by AP
Powered by NewsLook.com
Researcher Testing on-Field Concussion Scanners

Researcher Testing on-Field Concussion Scanners

AP (Aug. 19, 2014) Four Texas high school football programs are trying out an experimental system designed to diagnose concussions on the field. The technology is in response to growing concern over head trauma in America's most watched sport. (Aug. 19) Video provided by AP
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins