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Edisto Library
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Phone: (843) 869-2355
Main Library
9 a.m. - 6 p.m.
Phone: (843) 805-6930
West Ashley Library
9 a.m. - 4 p.m.
Phone: (843) 766-6635
Folly Beach Library
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Phone: (843) 588-2001
John L. Dart Library
9 a.m. - 6 p.m.
Phone: (843) 722-7550
St. Paul's/Hollywood Library
9 a.m. - 5 p.m.
Phone: (843) 889-3300
Mt. Pleasant Library
9 a.m. – 6 p.m.
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Dorchester Road Library
9 a.m. - 6 p.m.
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Edgar Allan Poe/Sullivan's Island Library
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John's Island Library
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Wando Mount Pleasant Library
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Otranto Road Library
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Phone: (843) 572-4094
Hurd/St. Andrews Library
9 a.m. - 6 p.m.
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Village Library
9 a.m. - 6 p.m.
Phone: (843) 884-9741
Keith Summey North Charleston Library
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Phone: (843) 744-2489
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Phone: (843) 805-6909
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Negative Reviews, Positive Impact: Consumer Empathetic Responding to Unfair Word of Mouth.
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- Author(s): Allard, Thomas; Dunn, Lea H.; White, Katherine
- Source:
Journal of Marketing; Jul2020, Vol. 84 Issue 4, p86-108, 23p, 1 Color Photograph, 1 Diagram, 3 Charts, 4 Graphs- Subject Terms:
- Source:
- Additional Information
- Abstract: This research documents how negative reviews, when perceived as unfair, can activate feelings of empathy toward firms that have been wronged. Six studies and four supplemental experiments provide converging evidence that this experienced empathy for the firm motivates supportive consumer responses such as paying higher purchase prices and reporting increased patronage intentions. Importantly, this research highlights factors that can increase or decrease empathy toward a firm. For instance, adopting the reviewer's perspective when evaluating an unfair negative review can reduce positive consumer responses to a firm, whereas conditions that enhance the ability to experience empathy—such as when reviews are highly unfair, when the identity of the employee is made salient, or when the firm responds in an empathetic manner—can result in positive consumer responses toward the firm. Overall, this work extends the understanding of consumers' responses to word of mouth in the marketplace by highlighting the role of perceived (un)fairness. The authors discuss the theoretical and practical implications of the findings for better management of consumer reviews. [ABSTRACT FROM AUTHOR]
- Abstract: Copyright of Journal of Marketing is the property of American Marketing Association and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
- Abstract:
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