How Males and Females Differ in Their Likelihood of Transmitting Negative Word of Mouth
Yinlong Zhang, Lawrence Feick and Vikas Mittal
Journal of Consumer Research
The University of Chicago Press
Vol. 40, No. 6 (April 2014), pp. 1097-1108
Electronically Published December 5, 2013
The joint effect of tie strength and image-impairment concern on negative word-of-mouth (NWOM) transmission is different for males and females. This effect occurs because of differences in their relative concern for self versus others. For males, there was not a significant interaction between image-impairment concern and tie strength on NWOM transmission likelihood. In contrast, for females the effect of image-impairment concern on NWOM transmission likelihood was stronger for weak ties than for strong ties. The robustness of the findings were tested in two additional studies by directly manipulating relative concern for self versus others and by employing an indirect proxy: interdependent and independent self-construal. Self- versus other-focused thoughts mediated the joint effect on NWOM transmissions.