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Spreading word of mouth when loving and hating the same object: The impact of attitude ambivalence on pre- and post-failure word of mouth

Nico Heuvinck UGent, Yves Van Vaerenbergh UGent, Iris Vermeir UGent and Maggie Geuens UGent (2012) Proceedings of the de 2012 Society for Consumer Psychology Annual Winter Conference.
abstract
This paper presents four studies investigating the impact of attitudinal ambivalence - and different types of ambivalence based on the type of underlying conflicting reactions; manifest and anticipated ambivalence - on positive and negative word-of-mouth (WOM). Results of Study 1 and 2 indicate that manifest ambivalent respondents spread more negative and less positive WOM compared to anticipated ambivalent and univalent respondents. Study 3 and 4 show that the impact of a product failure in terms of spreading positive and negative WOM is larger for respondents holding univalent or anticipated ambivalent attitudes than for manifest ambivalent respondents.
Please use this url to cite or link to this publication:
author
organization
year
type
conference
publication status
published
subject
keyword
attitudes, Word of mouth, ambivalence
in
Proceedings of the de 2012 Society for Consumer Psychology Annual Winter Conference
publisher
Society for Consumer Psychology (SCP)
conference name
Society for Consumer Psychology Annual Winter Conference (SCP - 2011)
conference location
Las Vegas, Nevada, USA
conference start
2012-02-16
conference end
2012-02-18
language
English
UGent publication?
yes
classification
C3
copyright statement
I have transferred the copyright for this publication to the publisher
id
2067064
handle
http://hdl.handle.net/1854/LU-2067064
date created
2012-03-15 10:51:41
date last changed
2014-05-02 13:55:24
@inproceedings{2067064,
  abstract     = {This paper presents four studies investigating the impact of attitudinal ambivalence - and different types of ambivalence based on the type of underlying conflicting reactions; manifest and anticipated ambivalence - on positive and negative word-of-mouth (WOM). Results of Study 1 and 2 indicate that manifest ambivalent respondents spread more negative and less positive WOM compared to anticipated ambivalent and univalent respondents. Study 3 and 4 show that the impact of a product failure in terms of spreading positive and negative WOM is larger for respondents holding univalent or anticipated ambivalent attitudes than for manifest ambivalent respondents.},
  author       = {Heuvinck, Nico and Van Vaerenbergh, Yves and Vermeir, Iris and Geuens, Maggie},
  booktitle    = {Proceedings of the de 2012 Society for Consumer Psychology Annual Winter Conference},
  keyword      = {attitudes,Word of mouth,ambivalence},
  language     = {eng},
  location     = {Las Vegas, Nevada, USA},
  publisher    = {Society for Consumer Psychology (SCP)},
  title        = {Spreading word of mouth when loving and hating the same object: The impact of attitude ambivalence on pre- and post-failure word of mouth},
  year         = {2012},
}

Chicago
Heuvinck, Nico, Yves Van Vaerenbergh, Iris Vermeir, and Maggie Geuens. 2012. “Spreading Word of Mouth When Loving and Hating the Same Object: The Impact of Attitude Ambivalence on Pre- and Post-failure Word of Mouth.” In Proceedings of the De 2012 Society for Consumer Psychology Annual Winter Conference. Society for Consumer Psychology (SCP).
APA
Heuvinck, N., Van Vaerenbergh, Y., Vermeir, I., & Geuens, M. (2012). Spreading word of mouth when loving and hating the same object: The impact of attitude ambivalence on pre- and post-failure word of mouth. Proceedings of the de 2012 Society for Consumer Psychology Annual Winter Conference. Presented at the Society for Consumer Psychology Annual Winter Conference (SCP - 2011), Society for Consumer Psychology (SCP).
Vancouver
1.
Heuvinck N, Van Vaerenbergh Y, Vermeir I, Geuens M. Spreading word of mouth when loving and hating the same object: The impact of attitude ambivalence on pre- and post-failure word of mouth. Proceedings of the de 2012 Society for Consumer Psychology Annual Winter Conference. Society for Consumer Psychology (SCP); 2012.
MLA
Heuvinck, Nico, Yves Van Vaerenbergh, Iris Vermeir, et al. “Spreading Word of Mouth When Loving and Hating the Same Object: The Impact of Attitude Ambivalence on Pre- and Post-failure Word of Mouth.” Proceedings of the De 2012 Society for Consumer Psychology Annual Winter Conference. Society for Consumer Psychology (SCP), 2012. Print.