TY - JOUR
T1 - We'll be honest, this won't be the best article you'll ever read
T2 - The use of dispreferred markers in word-of-mouth communication
AU - Hamilton, Ryan
AU - Vohs, Kathleen D.
AU - McGill, Ann L.
PY - 2014/6
Y1 - 2014/6
N2 - Consumers value word-of-mouth communications in large part because customer reviews are more likely to include negative information about a product or service than are communications originating from the marketer. Despite the fact that negative information is frequently valued by those receiving it, baldly declaring negative information may come with social costs to both communicator and receiver. For this reason, communicators sometimes soften pronouncements of bad news by couching them in dispreferred markers, including phrases such as, "I'll be honest," "God bless it," or "I don't want to be mean, but..." The present work identified and tested in five experiments a phenomenon termed the dispreferred marker effect, in which consumers evaluate communicators who use dispreferred markers as more credible and likable than communicators who assert the same information without dispreferred markers. We further found that the dispreferred marker effect can spill over to evaluations of the product being reviewed, increasing willingness to pay and influencing evaluations of the credibility and likability of the evaluated product's personality.
AB - Consumers value word-of-mouth communications in large part because customer reviews are more likely to include negative information about a product or service than are communications originating from the marketer. Despite the fact that negative information is frequently valued by those receiving it, baldly declaring negative information may come with social costs to both communicator and receiver. For this reason, communicators sometimes soften pronouncements of bad news by couching them in dispreferred markers, including phrases such as, "I'll be honest," "God bless it," or "I don't want to be mean, but..." The present work identified and tested in five experiments a phenomenon termed the dispreferred marker effect, in which consumers evaluate communicators who use dispreferred markers as more credible and likable than communicators who assert the same information without dispreferred markers. We further found that the dispreferred marker effect can spill over to evaluations of the product being reviewed, increasing willingness to pay and influencing evaluations of the credibility and likability of the evaluated product's personality.
UR - http://www.scopus.com/inward/record.url?scp=84901245709&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84901245709&partnerID=8YFLogxK
U2 - 10.1086/675926
DO - 10.1086/675926
M3 - Article
AN - SCOPUS:84901245709
SN - 0093-5301
VL - 41
SP - 197
EP - 212
JO - Journal of Consumer Research
JF - Journal of Consumer Research
IS - 1
ER -