I don't like it! Examining the Impact of Product Disliking on Perceived Status

This paper explores the role of expressing product disliking in shaping perceptions of status and consumer behavior. Drawing on research into the valence of word-of-mouth (WOM), we argue that the effect of negative WOM on consumer choice is influenced by social context and consumer expertise. Across four studies, we demonstrate that expressing dislike for a product can act as a subtle signal of status, leading others to mimic the disliker’s choices when
companions are present. Furthermore, only during solo consumption, consumer expertise plays a moderating role, with less knowledgeable consumers being especially sensitive to the implications of product liking. These findings go beyond the negativity effect, highlighting product disliking as a powerful status signal in consumer decision-making.