A source’s persuasive impact, stemming from its perceived expertise, trustworthiness, and believability.

People who are compliant, have a tendency to conform and a high need for affiliation, need to be liked by others, and are other-directed are more receptive to group influences.
Competitive people who desire to control other people and events and are inner-directed are less likely to look for guidance from reference groups.

Consumers share negative experiences with others much more readily than positive ones. Consumers attend to negative information because it is less common than positive information and to protect themselves. Online media made it easier for consumers to spread negative word-of-mouth. One study discovered that some consumers who posted unfavorable information wanted to vent negative feelings or warn others. Others sought exposure, self-enhancement, social benefits, and even economic rewards.