Building on communication accommodation theory, we examine the effect of language style matching – the degree to which the language style of a response matches the language style of a relevant negative review – on prospective customers’ attitudes toward firms and firms’ sales performance, and the moderating effect of firms’ overall ratings.

• Hongfei Liu(University of Southampton, United Kingdom)
• Hai-Anh Tran(University of Manchester, United Kingdom)
• Carmen Lopez(University of Southampton, United Kingdom)