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The Upside of Negative: Social Distance in Online Reviews of Identity-Relevant Brands
负面的好处：身份相关品牌在线评论中的社交距离
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Nailya Ordabayeva https://orcid.org/0000-0001-6764-2495nailya.orbabayeva@bc.edu、Lisa A. Cavanaugh 和 Darren W. Dahl 查看所有作者和隶属关系
Nailya Ordabayeva https://orcid.org/0000-0001-6764-2495nailya.orbabayeva@bc.edu、Lisa A. Cavanaugh 和 Darren W. Dahl 查看所有作者和隶属关系
Abstract 抽象的
Conventional wisdom in marketing emphasizes the detrimental effects of negative online reviews for brands. An important question is whether some firms could more effectively manage negative reviews to increase brand preference and improve outcomes. To address the question, this research examines how customers respond to online reviews of identity-relevant brands in particular, which have been overlooked in the online reviews literature. Eight studies (field data and experiments featuring consequential and hypothetical behaviors) show that negative online reviews may not be so detrimental for identity-relevant brands, especially when those reviews originate from socially distant (vs. socially close) reviewers. This occurs because a negative review of an identity-relevant brand can pose a threat to a customer's identity, prompting the customer to strengthen their relationship with the identity-relevant brand. To document the underlying process, the authors show that this effect does not emerge when the review is positive or the brand is identity-irrelevant. Importantly, the authors identify circumstances when negative reviews can actually produce positive outcomes (higher preference) for identity-relevant brands over no reviews or even positive reviews. By demonstrating the upside of negative reviews for identity-relevant brands, the findings have important implications for marketing theory and practice.
营销中的传统智慧强调负面在线评论对品牌的不利影响。一个重要的问题是，一些公司是否可以更有效地管理负面评论，以增加品牌偏好并改善结果。为了解决这个问题，本研究调查了顾客对身份相关品牌的在线评论的反应，特别是这些评论在在线评论文献中被忽视了。八项研究（以后果性和假设性行为为特征的现场数据和实验）表明，负面在线评论可能对与身份相关的品牌没有那么有害，特别是当这些评论来自社交距离较远（相对于社交距离较近）的评论者时。发生这种情况是因为对身份相关品牌的负面评论可能会对客户的身份构成威胁，从而促使客户加强与身份相关品牌的关系。为了记录基本过程，作者表明，当评论是积极的或品牌与身份无关时，这种效应不会出现。重要的是，作者确定了负面评论实际上可以比没有评论甚至正面评论为与身份相关的品牌产生积极结果（更高的偏好）的情况。通过展示负面评论对身份相关品牌的好处，研究结果对营销理论和实践具有重要意义。
营销中的传统智慧强调负面在线评论对品牌的不利影响。一个重要的问题是，一些公司是否可以更有效地管理负面评论，以增加品牌偏好并改善结果。为了解决这个问题，本研究调查了顾客对身份相关品牌的在线评论的反应，特别是这些评论在在线评论文献中被忽视了。八项研究（以后果性和假设性行为为特征的现场数据和实验）表明，负面在线评论可能对与身份相关的品牌没有那么有害，特别是当这些评论来自社交距离较远（相对于社交距离较近）的评论者时。发生这种情况是因为对身份相关品牌的负面评论可能会对客户的身份构成威胁，从而促使客户加强与身份相关品牌的关系。为了记录基本过程，作者表明，当评论是积极的或品牌与身份无关时，这种效应不会出现。重要的是，作者确定了负面评论实际上可以比没有评论甚至正面评论为与身份相关的品牌产生积极结果（更高的偏好）的情况。通过展示负面评论对身份相关品牌的好处，研究结果对营销理论和实践具有重要意义。
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