... influence consumers' perceived value and negative word-of-mouth (WOM) intentions through the mediating effects of pleasure and perceived risk. Design/methodology/approach This study draws on decision-making theory, the cost–benefit paradigm and affect heuristic theory. Data were collected through...

... contribute to health concerns, which in turn drive buyer resistance to frozen foods. This resistance increases the likelihood of negative word-of-mouth. However, credible positive information about frozen foods reduces the spread of negative word-of-mouth, and the affordability of frozen food strengthens...