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Changing Nature of Consumer Values Toward Negative Word of Mouth: Voice and Risk Avoidance as Moderators.

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Title: Changing Nature of Consumer Values Toward Negative Word of Mouth: Voice and Risk Avoidance as Moderators.
Authors: Wako, Ali (AUTHOR), Fatima, Johra Kayeser (AUTHOR), Johns, Raechel (AUTHOR)
Source: Journal of Consumer Behaviour. Jan2025, Vol. 24 Issue 1, p455-469. 15p.
Subjects: Social values, Consumers, Customer feedback, Values (Ethics), Branding (Marketing), Risk aversion, Decision making, Value proposition
Abstract: Given the increasing role of word of mouth (WOM), and primarily the impact of negative WOM on the decision‐making of today's retail consumers, it is essential to understand the changing nature of consumer values (monetary, functional, emotional and social), emotion and attitude toward negative WOM. The current study's data were collected using two online surveys in 2015 and 2019, with 290 participants in Study 1 and 201 in Study 2. The intention behind using two different time points over a 4‐year span was to capture the differences in consumers' views over the two periods. The study's findings suggested that social and emotional values remained unchanged; however, monetary and functional values changed over time. Interestingly, attitudes altered toward complaining, although the relationships between taking external action and negative WOM were unchanged in both studies. Consumers raising their voice and consumers' risk‐taking attributes were found to be significant moderators in Study 1 but not in Study 2. The findings provide useful insights into the negative WOM literature and have implications for marketing practitioners, as highlighted in the paper's conclusion. [ABSTRACT FROM AUTHOR]
Copyright of Journal of Consumer Behaviour is the property of Wiley-Blackwell and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: Psychology and Behavioral Sciences Collection
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  Data: Changing Nature of Consumer Values Toward Negative Word of Mouth: Voice and Risk Avoidance as Moderators.
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  Data: <searchLink fieldCode="AR" term="%22Wako%2C+Ali%22">Wako, Ali</searchLink> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Fatima%2C+Johra+Kayeser%22">Fatima, Johra Kayeser</searchLink> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Johns%2C+Raechel%22">Johns, Raechel</searchLink> (AUTHOR)
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  Data: <searchLink fieldCode="JN" term="%22Journal+of+Consumer+Behaviour%22">Journal of Consumer Behaviour</searchLink>. Jan2025, Vol. 24 Issue 1, p455-469. 15p.
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  Data: <searchLink fieldCode="DE" term="%22Social+values%22">Social values</searchLink><br /><searchLink fieldCode="DE" term="%22Consumers%22">Consumers</searchLink><br /><searchLink fieldCode="DE" term="%22Customer+feedback%22">Customer feedback</searchLink><br /><searchLink fieldCode="DE" term="%22Values+%28Ethics%29%22">Values (Ethics)</searchLink><br /><searchLink fieldCode="DE" term="%22Branding+%28Marketing%29%22">Branding (Marketing)</searchLink><br /><searchLink fieldCode="DE" term="%22Risk+aversion%22">Risk aversion</searchLink><br /><searchLink fieldCode="DE" term="%22Decision+making%22">Decision making</searchLink><br /><searchLink fieldCode="DE" term="%22Value+proposition%22">Value proposition</searchLink>
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  Label: Abstract
  Group: Ab
  Data: Given the increasing role of word of mouth (WOM), and primarily the impact of negative WOM on the decision‐making of today's retail consumers, it is essential to understand the changing nature of consumer values (monetary, functional, emotional and social), emotion and attitude toward negative WOM. The current study's data were collected using two online surveys in 2015 and 2019, with 290 participants in Study 1 and 201 in Study 2. The intention behind using two different time points over a 4‐year span was to capture the differences in consumers' views over the two periods. The study's findings suggested that social and emotional values remained unchanged; however, monetary and functional values changed over time. Interestingly, attitudes altered toward complaining, although the relationships between taking external action and negative WOM were unchanged in both studies. Consumers raising their voice and consumers' risk‐taking attributes were found to be significant moderators in Study 1 but not in Study 2. The findings provide useful insights into the negative WOM literature and have implications for marketing practitioners, as highlighted in the paper's conclusion. [ABSTRACT FROM AUTHOR]
– Name: AbstractSuppliedCopyright
  Label:
  Group: Ab
  Data: <i>Copyright of Journal of Consumer Behaviour is the property of Wiley-Blackwell and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
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      – Type: doi
        Value: 10.1002/cb.2429
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      – Code: eng
        Text: English
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        PageCount: 15
        StartPage: 455
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      – SubjectFull: Social values
        Type: general
      – SubjectFull: Consumers
        Type: general
      – SubjectFull: Customer feedback
        Type: general
      – SubjectFull: Values (Ethics)
        Type: general
      – SubjectFull: Branding (Marketing)
        Type: general
      – SubjectFull: Risk aversion
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      – SubjectFull: Decision making
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      – SubjectFull: Value proposition
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      – TitleFull: Changing Nature of Consumer Values Toward Negative Word of Mouth: Voice and Risk Avoidance as Moderators.
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            NameFull: Wako, Ali
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            NameFull: Fatima, Johra Kayeser
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            NameFull: Johns, Raechel
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            – D: 01
              M: 01
              Text: Jan2025
              Type: published
              Y: 2025
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