The Role of Prior Attitude and Consumption Orientation in Consumer Response to Unfair Negative Word of Mouth

Sakiyama, Ryo; Wang, Ziyuan; Dahana, Wirawan Dony et al.

International Journal of Consumer Studies, 2025, 49(3), e70061

Number of Access:48（2025-09-01 18:06 Counts）

Identifier to cite or link to this item: https://hdl.handle.net/11094/102235

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Title
The Role of Prior Attitude and Consumption Orientation in Consumer Response to Unfair Negative Word of Mouth
Creator
CreatorName
Sakiyama, Ryo
CreatorName
Wang, Ziyuan
NRID
1000090432426 1000090432426
researchmap permalink
dony dony
Scopus Author ID
14071254900 14071254900
CreatorName
Dahana, Wirawan Dony
CreatorName
Pham, Long Tam
Subject
empathy
fairness
hedonic
negative word of mouth
prior attitude
utilitarian
Description
Sakiyama R., Wang Z., Dahana W.D., et al. The Role of Prior Attitude and Consumption Orientation in Consumer Response to Unfair Negative Word of Mouth. International Journal of Consumer Studies 49, e70061 (2025); https://doi.org/10.1111/ijcs.70061.
Abstract
This study explores how the perceived unfairness of negative word of mouth (NWOM) leads to favorable attitudes toward a product using a model that accounts for the mediation of empathy. We extend the literature by including the influence of prior attitude and consumption orientation (utilitarian or hedonic) in the framework. Three experimental studies with different degrees of unfairness are conducted to calibrate the model using the multigroup structural equation modeling (MGSEM) approach. We confirm that perceived unfairness evokes empathetic responses in NWOM receivers. The latter subsequently induces favorable post attitudes toward a product but only for highly unfair NWOM. Furthermore, prior attitude reinforces this effect by increasing empathy. However, consumption orientation does not appear to affect the above relationships significantly. The implications for eliciting benefits from NWOM are discussed.
Publisher
John Wiley and Sons Inc
Source Title
International Journal of Consumer Studies
Volume (Issue)
49(3)
Page
e70061
Date of Issued
2025-04-21
Language
English
Handle URL
https://hdl.handle.net/11094/102235
PISSN
14706423
eISSN
14706431
Relation.isIdenticalTo
DOI (Publisher Version)
https://doi.org/10.1111/ijcs.70061
Access Rights
open access
CopyRight
© 2025 The Author(s). International Journal of Consumer Studies published by John Wiley & Sons Ltd.
This article is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
oaire:version
Version of Record
Category
学術雑誌論文 Journal Article