Electronic word-of-mouth (eWOM) generation in new media platforms: The role of regulatory focus and collective dissonance

TLDR: This paper examined the role of two motivational forces associated with the creation of electronic word-of-mouth (eWOM): regulatory focus and collective dissonance, and found that consumers are more likely to post eWOM in reaction to a positive service experience when one's self-construal is independent.

Abstract: In this research, we examine the role of two motivational forces associated with creation of electronic word-of-mouth (eWOM): regulatory focus and collective dissonance. Our studies show that generation of eWOM is enhanced by regulatory fit, while traditional WOM is dominated by the negativity effect. In study 1A, we show that prevention-focused consumers produce stronger intentions to post eWOM when they undergo a negative compared to a positive service experience. In study 1B, we find that promotion-focused consumers are more likely to post eWOM in reaction to a positive service experience when one's self-construal is independent. The final study shows that due to collective dissonance, consumers have greater intentions to create eWOM when their experiences are inconsistent with others' postings. We discuss the implications of these results for the development and management of eWOM communication in virtual communities.