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The power of controversy: examining its links to personal control and word-of-mouth
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This study investigates the relationships between personal control, controversy and word-of-mouth. It is hypothesized that individuals with low (vs high) control engage more in word-of-mouth in a controversial topic. An experimental study manipulated controversy but did not support the hypothesis of individuals engaging in word-of-mouth in controversial topics to compensate for low feelings of control. Nonetheless, there are relevant insights to this study, particularly on the relationship between controversy and word-of-mouth. Findings support the idea that controversy increases all the tested types of word-of-mouth, which was an unexpected result.
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Palavras-chave
Control Compensatory consumption Controversy Word-of-mouth