The Influence of Behavioral and Emotional Traits on The Spread of Negative Word of Mouth

Abstract

Firms invest substantial resources in creating a positive image through marketing campaigns, and any negative
word of mouth undermines these efforts. It is thus crucial to comprehend and address the spread of negative word
of mouth (NWOM). NWOM is driven by bad experiences, yet other segments like the consumer’s personality and
emotional state lead to NWOM. This study aims to elucidate the relationship between bad experiences and
NWOM, with a focus on emotional trait (frustration) as mediator and personality trait (moral identity) as
moderator through Andrew. F. Hayes’s process model. Findings reveal that people who encounter bad
experiences are very likely to spread NOWM. This relationship becomes stronger if they are frustrated.
Conversely, those people who have high moral identity experience less frustration resulting in a decline in
NWOM. The existing literature hardly exhibits the consumer’s personality and behavioral aspects to explain
consumer behavior in an online environment. This research utilizes a moderated mediation model to examine this
multivariant framework. This study utilized a cross-sectional design, future research suggestion is to utilize
longitudinal or experimental methodologies. Furthermore, memory-based surveys may possess limitations that
could be mitigated through experimental approaches.