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Word of Mouth Communication as Negative Information

by Marsha L. Richins, Marsha L. Richins
Advances in Consumer Research ()

Abstract

Negative word-of-mouth (NWOM) is a consumer response to dissatisfaction. This paper reviews existing literature on NWOM and related topics, especially examining the circumstances under which it occurs and the factors which influence the impact of this form of communication on recipients.

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