 
How Males and Females Differ in Their Likelihood of Transmitting Negative Word of Mouth
Yinlong Zhang
Lawrence Feick
Vikas Mittal
The joint effect of tie strength and image-impairment concern on negative word-of-mouth (NWOM) transmission is different for males and females. This effect occurs because of differences in their relative concern for self versus others. For males, there was not a significant interaction between image-impairment concern and tie strength on NWOM transmission likelihood. In contrast, for females the effect of image-impairment concern on NWOM transmission likelihood was stronger for weak ties than for strong ties. The robustness of the findings were tested by directly manipulating relative concern for self versus others and by employing an indirect proxy: interdependent and independent self-construal. Self- versus other-focused thoughts mediated the joint effect on NWOM transmissions.
Volume 40, Number 6, April 2014
DOI: 10.1086/674211
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To Be or Not to Be Unique? The Effect of Social Exclusion on Consumer Choice
Echo Wen Wan
Jing Xu
Ying Ding
After an experience of being excluded, consumers may strategically choose products to differentiate themselves from the majority of others as a result of their appraisal of the exclusion situation. When excluded individuals perceive that the cause of social exclusion is stable (vs. unstable), they exhibit greater preference for distinctive products than do included individuals. Excluded individuals prefer distinctive products when their self-view is enhanced through self-affirmation. Moreover, these effects are driven by a strengthened perception of uniqueness. Theoretical and practical implications are discussed.
Volume 40, Number 6, April 2014
DOI: 10.1086/674197
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The Distinct Affective Consequences of Psychological Distance and Construal Level
Lawrence E. Williams
Randy Stein
Laura Galguera
Much of the existing literature on psychological distance has focused on cognitive outcomes, such as changes in construal level, largely framing affective processes out of the discussion. The current research examines the distinct influences of psychological distance and construal level on affect-based evaluation. Psychological distance (vs. closeness) reduces the intensity of felt affect, while abstract (vs. concrete) thinking increases the positivity of one's thoughts. Psychological distance improves evaluations of negative experiences by reducing the intensity of negative affect but hurts evaluations of positive experiences by reducing the intensity of positive affect. By contrast, abstract thinking increases positivity, improving evaluations for both positive and negative experiences alike. These findings have implications for marketing communication strategy and existing theories of psychological distance.
Volume 40, Number 6, April 2014
DOI: 10.1086/674212
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The Interactive Effect of Beliefs in Malleable Fate and Fateful Predictions on Choice
Hyeongmin (Christian) Kim
Katina Kulow
Thomas Kramer
Despite the ubiquity of fateful predictions in consumer lives, little is known about how these forecasts impact subsequent choice. This research concerns fate as an inevitable outcome and posits that consumers who believe in fate have an implicit theory about the nature of fate, such that some consider that their fate is preordained and outside of individual influence, whereas others believe that their fate is malleable and can be changed. The choice share of an indulgent (vs. virtuous) option increases only among consumers who believe that their fate is malleable when an unfavorable day ahead is predicted for them. This result appears consistent with an argument that they intentionally choose an indulgent option as a deliberate strategy to compensate for an unfavorable day ahead. However, analysis of verbal protocols points to an incidental nature of indulgent choice among those who believe in malleable fate. The research also discusses boundary conditions and casts doubt on an alternative explanation based on reactance.
Volume 40, Number 6, April 2014
DOI: 10.1086/674196
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