Cognitive Dissonance, Social Comparison, and Disseminating Untruthful or Negative Truthful Ewom Messages

Yu-Lun Liu, C.-J. Keng

Research output: Contribution to journalArticle

Abstract

In this research we explored consumers' intentions to provide untruthful or negative truthful electronic word-of-mouth (eWOM) messages when undergoing conflicting cognitive dissonance and after experiencing social comparison. We recruited 480 Taiwanese Internet users to participate in a scenario-based experiment. The findings show that after making downward comparisons on the Internet, consumers with high cognitive dissonance were more inclined to disseminate negative truthful eWOM messages compared to consumers with low cognitive dissonance. After making upward comparisons, it was found that consumers with high cognitive dissonance were more likely to make untruthful eWOM statements compared to those with low cognitive dissonance. It is recommended that marketers monitor eWOM in an effort to reduce the incidence of consumers' negative truthful and untruthful eWOM messages.
Original languageEnglish
Pages (from-to)979-995
JournalSocial Behavior and Personality: an international journal
Volume42
Issue number6
DOIs
Publication statusPublished - 1 Jul 2014

Bibliographical note

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Keywords

  • COGNITIVE DISSONANCE
  • ELECTRONIC WORD-OF-MOUTH
  • NEGATIVE MESSAGES
  • SOCIAL COMPARISON
  • UNTRUTHFUL MESSAGES

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