The relative incidence of positive and negative word of mouth: A multi-category study

By R. East, Kathy Hammond, Malcolm J. Wright. 2007

379 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/87a4dcf4e69f6fa351a61f856f117cfabe1a9f35

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Citations in the corpus

The Different Roles of Product Originality and Usefulness in Generating Word of Mouth (2011, background): “Gatignon and Xuereb (1997) describe product originality as the level of newness to the consumer or to the firm.”
Selectively Emotional: How Smartphone Use Changes User-Generated Content (2019, neutral): “30 expressions of positive versus negative emotion, a more straightforward explanation is that because WOM tends to be much more positive in general (e.g., Chevalier and Mayzlin 2006; East et al. 2007), amplification of negative emotions may simply be more difficult to uncover.”
WOM and social media: Presaging future directions for research and practice (2014, background): “However, the belief that satisfied customers always produce PWOM and dissatisfied customers always produce NWOM appears to be unfounded (East, Hammond, and Wright 2007; Mangold, Miller, and Brockway 1999).”
Word of Mouth: What We Know and What We Have Yet to Learn (2013, positive): “Customer satisfaction has established itself as a key antecedent for WOM (Hogan, Lemon, and Libai 2004) and large-scale survey research across multiple product categories has shown that positive WOM is approximately three times as common as negative WOM (East, Hammond, and Wright 2007).”
The Effects of Product Involvement and Prior Experience on Chinese Consumers’ Responses to Online Word of Mouth (2010, background): “Several studies indicated that positive WOM significantly outnumbers negative WOM in the market place (e.g., East, Hammond, and Wright 2007; Mittal and Lassar 1998; Naylor and Kleiser 2000), and it is no surprise that positive WOM proved to be able to help generate more positive brand attitude and…”
Beyond User Self-Reported Likert Scale Ratings: A Comparison Model for Automatic Dialog Evaluation (2020, background): “, 2015), word of mouth (East et al., 2007) and consumer satisfaction (Peterson and Wilson, 1992; Danaher and Haddrell, 1996).”
Sharing with Friends versus Strangers: How Interpersonal Closeness Influences Word-of-Mouth Valence (2016, background): “Although consumers frequently engage both in positive (East, Hammond, and Wright 2007; Godes and Mayzlin 2004) and negative (Donavan, Mowen, and Chakraborty 1999; Kamins, Folkes, and Perner 1997) WOM, only recently have scholars begun to investigate factors that shed light on when consumers might…”
The Effect of Self–Brand Connection and Self-Construal on Brand Lovers’ Word of Mouth (WOM) (2015, background): “We focus on WOM due to its power to influence consumers, in particular in the context of intangible services such as hospitality (East, Hammond, and Wright 2007; D. Kim, Magnini, and Singal 2011; W. G. Kim, Ng, and Kim 2009; Longart 2010; Mattila 2001).”
Word of mouth: measuring the power of individual messages (2012, result): “However, recent research refutes this claim, suggesting an equal impact across negative and positive WOM ( East et al. , 2007”