How Males and Females Differ in Their Likelihood of Transmitting Negative Word of Mouth Introduction Word- of-mouth (WOM) can be described as a type of informal communication by a consumer concerning his or her evaluation of services and goods to another consumer (Yinlong, Lawrence, and Vikas, 2014). Most experiences of customers in markets that are highly competitive are positive, and this, therefore, leads to any NWOM (Negative Word of Mouth) to bear a decisive role in a battle involving revenue and market share. After scholars researching on the reasons for the decisions of consumers concerning the transmission of NWOM, they came up with the following ideas.
A consumer engages in NWOM if he or she perceives a challenge as severe and if a given product is expensive as compared to other products of the same type (Yinlong et al. , 2014). On the same basis, a consumer engages in NWOM upon attribution of the failure a product to a firm, and in a situation where he or she feels that raising a complaint to that particular firm would not solve the issue.
Other studies have otherwise illustrated the relevance of psychological and social characteristics. These studies have revealed that a consumer is likely to engage in the transmission of WOM with individuals with whom the consumer has a strong social relationship. Also, a consumer is less likely to engage in the transmission of NWOM if he or she is concerned that his or her image be subject to impairment in the view of the recipient of NWOM. A consumer who has a motive of being unique is less likely to transmit WOM as this may reduce the uniqueness of his or her possession (Yinlong et al. , 2014) In general terms, the gender of an individual plays a big role in determining whether the individual will engage in negative-word-of mouth, having into considerations the reasons why an individual in a given gender engages in it.
Men, in contrast to women, are always sensitive to the impairment of their image, while women show an observable different pattern. Women specifically bear a higher probability of raising their complaints to close friends. Their complaints to a stranger are somehow sensitive and reduce when they interact more with a stranger.
Also, there may exist a number of categories of products such as fashion goods where individuals may raise attention concerning their self-image, and bear less probability in admitting when there is a problem. Companies and firms need to show concern in cases where a consumer is no satisfied with their services and products. This is because the customer, especially if she is a woman, is more likely to raise a complaint to another customer with whom she has strong ties (Yinlong et al. , 2014).
Men, on the other hand, having high concern and respect towards their image in relation to others, will bear a lower probability to complain. In conclusion, strategies should be put forward to avoid negative word of mouth since this may be a challenge to companies and firms. Firstly, companies need to open themselves up to receive feedback concerning their products and affairs. This provides customers with a platform to share their suggestions and ideas. Secondly, companies and firms need to build a fan base for individuals willing to defend their creations through involving them early enough.
The fans should test the creations, offer suggestions, and fish out problems. Finally, company officials should always be prepared to make apologies whenever something goes wrong. Also, the officials should give their team a plan of action concerning how to make up in case of any missteps. Works Cited