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1.

Title:Urban Legends: The Word-of-Mouth Communication of Morality Through Negative Story Content.
Authors:Donovan, D. Todd,Mowen, John C.,Chakraborty, Goutam
Source:Marketing Letters
Date:1999

2.
Title:The relative incidence of positive and negative word of mouth: A multi-category study
Authors:East, Robert,Hammond, Kathy,Wright, Malcolm
Source:International Journal of Research in Marketing
Date:2007

3.

Title:Measuring the impact of positive and negative word of mouth on brand purchase probability
Authors:East, Robert,Hammond, Kathy,Lomax, Wendy
Source:International Journal of Research in Marketing
Date:2008

4.


Title:Voice, Exit, and Negative Word-of-Mouth Behaviors: An Investigation Across Three Service Categories.
Authors:Singh, Jagdip
Source:Journal of the Academy of Marketing Science
Date:1990

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1.Urban Legends: The Word-of-Mouth Communication of Morality Through Negative Story Content（PDF容量小，但核实内容完整）
2.
Title:The relative incidence of positive and negative word of mouth: A multi-category study
3.
Title:Measuring the impact of positive and negative word of mouth on brand purchase probability

4Voice, Exit, and Negative Word-of-Mouth Behaviors: An Investigation Across Three Service Categories
本文来自: 人大经济论坛 详细出处参考：http://www.pinggu.org/bbs/viewthread.php?tid=544743&page=1&from^^uid=488576

Urban Legends: The Word-of-Mouth Communication of Morality Through Negative Story Content.
本文来自: 人大经济论坛 详细出处参考：http://www.pinggu.org/bbs/viewthread.php?tid=544743&page=1&from^^uid=1128017