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Cognitive dissonance, social comparison, and disseminating untruthful or negative truthful eWOM messages

Liu, Y-L, Keng, Ching-Jui (2014) Cognitive dissonance, social comparison, and disseminating untruthful or negative truthful eWOM messages. Social Behavior and Personality: an international journal, 42 (6). pp. 979-995. ISSN 0301-2212. E-ISSN 1179-6391. (doi:10.2224/sbp.2014.42.6.979)

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https://dx.doi.org/10.2224/sbp.2014.42.6.979

Abstract

In this research we explored consumers' intentions to provide untruthful or negative truthful electronic word-of-mouth (eWOM) messages when undergoing conflicting cognitive dissonance and after experiencing social comparison. We recruited 480 Taiwanese Internet users to participate in a scenario-based experiment. The findings show that after making downward comparisons on the Internet, consumers with high cognitive dissonance were more inclined to disseminate negative truthful eWOM messages compared to consumers with low cognitive dissonance. After making upward comparisons, it was found that consumers with high cognitive dissonance were more likely to make untruthful eWOM statements compared to those with low cognitive dissonance. It is recommended that marketers monitor eWOM in an effort to reduce the incidence of consumers' negative truthful and untruthful eWOM messages.

Item Type: Article
DOI/Identification number: 10.2224/sbp.2014.42.6.979
Uncontrolled keywords: COGNITIVE DISSONANCE; ELECTRONIC WORD-OF-MOUTH; NEGATIVE MESSAGES; SOCIAL COMPARISON; UNTRUTHFUL MESSAGES
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Yu-Lun Liu
Date Deposited: 31 Jul 2017 11:39 UTC
Last Modified: 29 May 2019 19:16 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/62489 (The current URI for this page, for reference purposes)
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