Journal of Consumer Research, Inc. We’ll Be Honest, This Won’t Be the Best Article You’ll Ever Read: The Use of Dispreferred Markers in Word-of-Mouth Communication Author(s): Ryan Hamilton, Kathleen D. Vohs, and Ann L. McGill Source: Journal of Consumer Research, Vol. 41, No. 1 (June 2014), pp. 197-212 Published by: The University of Chicago Press Stable URL: http://www.jstor.org/stable/10.1086/675926 . Accessed: 05/06/2014 23:52 Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at . http://www.jstor.org/page/info/about/policies/terms.jsp . JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact support@jstor.org. . The University of Chicago Press and Journal of Consumer Research, Inc. are collaborating with JSTOR to digitize, preserve and extend access to Journal of Consumer Research. http://www.jstor.org This content downloaded from 170.140.26.180 on Thu, 5 Jun 2014 23:52:26 PM All use subject to JSTOR Terms and Conditions