Schellekens, Gaby A. C.; Verlegh, Peeter W. J.; Smidts, Ale - In: Journal of Consumer Research 37 (2010) 2, pp. 207-223
This research examines the language that consumers use in word of mouth. For both positive and negative product experiences, we demonstrate that consumers use more abstract terms when they describe experiences that are in line with the valence of their product attitude. This effect cannot be...
