Negative Word-of-Mouth and Redress Strategies: An Exploratory Comparison of French and American Managers

Abstract

This research studies the strategies used by managers to cope with negative word of mouth. We investigated seven different coping strategies across French and North American managers. The results revealed that, for coping with negative word-of-mouth, managers evaluate as the most efficacious strategy that of increasing trust in the negatively discussed product, service, or company. The results also suggest that doing nothing is perceived as less effective than increasing trust or denying negative word of mouth. Finally, we find a high degree of similarity in the perceptions of the utility of negative word-of-mouth redress strategies across the two managerial cultures.