Opportunism in Interpersonal Exchange:When Dissatisfaction isFollowed by Positive Word-of-Mouth

Traditionally, it is assumed that high (low) customer satisfaction leads to positive (negative)word of mouth. However, previous research has ignored that in some situations, consumerswill tend to give positive WOM about a recent negative experience, because they feelashamed or embarrassed about admitting a negative experience or a bad choice.[...]

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Year of publication:	2003-11-01
Authors:	Wangenheim, Florian v.
Institutions:	Technische Universität <München> / Lehrstuhl für Dienstleistungs- und Technologiemarketing
Subject:	Mund-zu-Mund-Werbung \| word of mouth \| Opportunismus \| opportunism \| Unzufriedenheit \| Täuschung \| deception

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INTRODUCTION
THEORETICAL AND CONCEPTUAL BACKGROUND
AN EXPLORATORY STUDY
EXPERIMENTAL STUDY
DISCUSSION AND IMPLICATIONS
Box 1: Scenario Descriptions
Box 2: Measures
References

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