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Title: Emotions as proximal causes of word of mouth: a nonlinear approach
Authors: Lopes, R. R.
Navarro, J.
Silva, A. J.
Keywords: Word of mouth
Emotional contagion
Nonlinear methods
Issue Date: 2018
Publisher: Society for Chaos Theory in Psychology & Life Sciences
Abstract: Service research tends to operationalize word of mouth (WOM) behavior as one of the many responses to service satisfaction. In this sense, little is known about its antecedents or moderators. The objective of this study was to investigate the role of customers’ emotions during service experiences on WOM, applying nonlinear techniques and exploring the moderating role of customers’ propensity for emotional contagion. Using the critical incidents technique, 122 customers recalled significant service experiences and the emotions they aroused, and reported if they shared said experiences with other individuals. We found that, whereas linear methods presented non-significant results in the emotions-WOM relationship, nonlinear ones (artificial neural networks) explained 46% of variance. Negative emotions were stronger predictors of WOM and the importance of emotions for WOM was significantly higher for individuals with high propensity for emotional contagion (R^2 = .79) than for those with lower levels (R^2 = .48). Theoretical and practical implications are discussed.
Peer reviewed: yes
ISSN: 1090-0578
Accession number: WOS:000429640300006
Appears in Collections:DRHCO-RI - Artigos em revistas internacionais com arbitragem científica

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