Opportunism in Interpersonal Exchange

24 Pages Posted: 18 Aug 2005

See all articles by Florian V. Wangenheim

Florian V. Wangenheim

ETH Zurich; ETH Zürich - Department of Management, Technology, and Economics (D-MTEC)

Date Written: August 2004

Abstract

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, consumers will tend to give positive WOM about a recent negative experience, because they feel ashamed or embarrassed about admitting a negative experience or a bad choice. In this paper, we discuss the theoretical background of such opportunistic behavior in consumer-to-consumer exchanges and present the results of an exploratory pilot and a subsequent experi-mental study which show that such behavior mainly takes place when consumers are commu-nicating to weak ties about high-involvement products.

Keywords: Consumer-to-Consumer, Interpersonal Communications, Word of Mouth, Decep-tion, Opportunism

Suggested Citation

Wangenheim, Florian V., Opportunism in Interpersonal Exchange (August 2004). Available at SSRN: https://ssrn.com/abstract=585321 or http://dx.doi.org/10.2139/ssrn.585321

Florian V. Wangenheim (Contact Author)

ETH Zurich ( email )

Weinbergstrasse 56
Zurich, 8092
Switzerland
41-44-632 6924 (Fax)

HOME PAGE: http://www.techmarketing.ethz.ch/

ETH Zürich - Department of Management, Technology, and Economics (D-MTEC) ( email )

Zurich
Switzerland

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