A Rhetorical Perspective on Quelling Negative Word-of-Mouth

This research examines how consumers utilize rhetorical devices when perpetuating negative word-of-mouth (NWOM). Specifically, the research proposes that NWOM, like biological genes, spreads through evolution and natural selection. Additionally, across three studies, we identify the types of rhetori...

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Bibliographic Details
Published in:Journal of marketing development and competitiveness 2014-03, Vol.8 (1), p.42
Main Authors: Fox, Gavin L, Rinaldo, Shannon B
Format: Article
Language:English
Subjects:
Communication
Consumer behavior
Consumers
Genes
Impact analysis
Marketing
Power
Rhetoric
Studies
Word of mouth advertising
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Summary:This research examines how consumers utilize rhetorical devices when perpetuating negative word-of-mouth (NWOM). Specifically, the research proposes that NWOM, like biological genes, spreads through evolution and natural selection. Additionally, across three studies, we identify the types of rhetorical adaptations made by consumers when committing NWOM, the effectiveness of such adaptations in perpetuating NWOM, and how to inoculate against their ill effects. The results suggest that consumers primarily employ five types of rhetorical devices when spreading NWOM and, in general, substitution devices exhibit greater effectiveness than repetition or destabilization devices. The findings also suggest that inoculation is most effective at reducing retransmissions given substitution devices. [PUBLICATION ABSTRACT]
ISSN:2155-2843
2155-2843