000			01741nam a22002537a 4500
003			ZW-GwMSU
005			20250305070938.0
008			250305b |||||||| |||| 00| 0 eng d
022			_a00935301
040			_aMSU _bEnglish _cMSU _erda
050	0	0	_aHF5415.3 JOU
100	1		_aChen, Zoey _eauthor
245	1	0	_aWhen, why, and how controversy causes conversation / _ccreated by Zoey Chen and Jonah Berger
264	1		_aOxford : _bOxford University Press, _c2013.
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
440			_aJournal of consumer research _vVolume 40, number 3,
520	3		_aHow 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.
650			_aWord of mouth _vControversy _xConversation
700	1		_aBerger, Jonah _eco author
856			_uhttps://doi.org/10.1086/671465
942			_2lcc _cJA
999			_c169125 _d169125