Intuitively, appealing to people’s desire to be happy should be universally well received by consumers, or at least not harmful to consumer’s perceptions of a brand; almost everyone wants to be
The present study investigates the relative superiority of complaining vs. a new tool for airing frustrations with products, the expressive writing paradigm (Pennebacker 1997). Across two
This study examines the influence of recalls on the degree of polarization among consumers into brand haters and brand lovers. Analyses multi-industry product recalls in 2008-2011 together with daily
Developments in the Internet over the last few decades years have led to changes in the role played by consumers vis-à-vis their exposure to communications. Despite the widespread inclusion of
Consumers increasingly post comments on brand profile pages and quite often they also get feedback either as likes or as comments to their posts from other consumers. In this research we analyze how