@article{ref1,
title="“Never eat in that restaurant, I did!”: Exploring why people engage in negative word‐of‐mouth communication",
journal="Psychology and marketing",
year="2007",
author="Wetzer, Inge M. and Zeelenberg, Marcel and Pieters, Rik",
volume="24",
number="8",
pages="661-680",
abstract="What do consumers want to achieve when they engage in negative word-of-mouth communication (N-WOM)? Two studies explore this question and reveal that consumers pursue specific goals when engaging in N-WOM and that these goals systematically differ between the specific negative emotions that are experienced. For example, the results reveal that consumers who experience anger engage in N-WOM to vent feelings or to take revenge. However, disappointed consumers engage in N-WOM to warn others, and consumers who experience regret communicate with others to strengthen social bonds or to warn them. This reveals the functionality of specific emotions to N-WOM, and how goals for N-WOM are associated with these emotions. This demonstrates that rather than being uniform, the content and implications of N-WOM are contingent on the specific emotions that consumers experience. © 2007 Wiley Periodicals, Inc.<p />",
language="",
issn="0742-6046",
doi="10.1002/mar.20178",
url="http://dx.doi.org/10.1002/mar.20178"
}