• THEORETICAL DEVELOPMEN
  • Negative Word of Mouth in the Literature
  • Cognitive Dissonance Theory in Consumer Behavior
  • RESEARCH HYPOTHESES
  • Product Involvement and Negative WOM
  • Market Mavenism and Negative WOM
  • Perceived Risk and Negative WOM
  • Situational Determinants of PNWOM
  • Satisfaction With New Provider
  • Switching Reason
  • Switching Reason–Personality Variables
  • Interaction
  • EMPIRICAL STUDY
  • Research Design
  • Data Analysis and Results
  • DISCUSSION AND IMPLICATIONS
  • Theoretical Implications
  • Managerial Implications
  • LIMITATIONS AND FUTURE RESEARCH
  • REFERENCES