Marketing Papers

Document Type

Technical Report

Date of this Version

10-2013

Publication Source

Journal of Consumer Research

Volume

40

Issue

3

Start Page

580

Last Page

593

DOI

10.1086/671465

Abstract

How does controversy affect conversation? Five studies using both field and laboratory data address this question. Contrary to popular belief, controversial things are not necessarily more likely to be discussed. Controversy increases likelihood of discussion at low levels, but beyond a moderate level of controversy, additional controversy actually decreases likelihood of discussion. The controversy-conversation relationship is driven by two countervailing processes. Controversy increases interest (which increases likelihood of discussion) but simultaneously increases discomfort (which decreases likelihood of discussion). Contextual factors such as anonymity and whether people are talking to friends or strangers moderate the controversy-conversation relationship by impacting these component processes. Our framework sheds light on how, when, and why controversy affects whether or not things are discussed.

Copyright/Permission Statement

This is a pre-copyedited, author-produced PDF of an article accepted for publication in the Journal of Consumer Research following peer review.

The version of record [Chen, Z. & Berger, J. When, Why and How Controversy Causes Conversation, Journal of Consumer Research 40, no.3: 580-593] is available online at: http://dx.doi.org/10.1086/671465

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Date Posted: 15 June 2018

This document has been peer reviewed.