Tell Me What I Did Wrong: Experts Seek and Respond to Negative Feedback

Tell Me What I Did Wrong: Experts Seek and Respond to Negative Feedback A large proportion of marketing communication concerns feedback to consumers. This article explores what feedback people seek and respond to. We predict and find a shift from positive to negative feedback as people gain expertise. We document this shift in a variety of domains, including feedback on language acquisition, pursuit of environmental causes, and use of consumer products. Across these domains, novices sought and responded to positive feedback, and experts sought and responded to negative feedback. We examine a motivational account for the shift in feedback: positive feedback increased novices’ commitment, and negative feedback increased experts’ sense that they were making insufficient progress. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Research Oxford University Press

Tell Me What I Did Wrong: Experts Seek and Respond to Negative Feedback

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Publisher
Oxford University Press
Copyright
© 2011 by JOURNAL OF CONSUMER RESEARCH, Inc.
ISSN
0093-5301
eISSN
1537-5277
D.O.I.
10.1086/661934
Publisher site
See Article on Publisher Site

Abstract

A large proportion of marketing communication concerns feedback to consumers. This article explores what feedback people seek and respond to. We predict and find a shift from positive to negative feedback as people gain expertise. We document this shift in a variety of domains, including feedback on language acquisition, pursuit of environmental causes, and use of consumer products. Across these domains, novices sought and responded to positive feedback, and experts sought and responded to negative feedback. We examine a motivational account for the shift in feedback: positive feedback increased novices’ commitment, and negative feedback increased experts’ sense that they were making insufficient progress.

Journal

Journal of Consumer ResearchOxford University Press

Published: Jun 1, 2012

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