EXPLORING THE INFLUENCES OF CULTURAL DIMENSIONS IN THE CONTEXT OF NEGATIVE BRAND INFORMAITON

This study examines the influence of culture on consumers’ behavioral responses after an exposure to negative information, including their intention to search information and to spread the negative word-of-mouth. The study finds that the degree of collectivism and uncertainty avoidance had a significant and positive relationship towards the intention to search and intention to spread negative word-of-moth. Results show a significant and negative relationship between power distance and information search under the high severity scenario but a positive relationship between power distance and negative word-of-mouth under the low severity scenario.