Abstract: Based on the relative theories and research results in decision neuroscience, this paper proposes the division of“six stages”during the process of evaluation and decision of negative?word-of-mouth?re-diffusion and constructs a mechanism model. The empirical findings indicate that the evaluation and decision of negative?word-of-mouth?re-diffusion should have an automaticly controlled process for the word-of-mouth information. The perception coincidence is the core link in the evaluation and decision process of the negative word-of-mouth re-diffusion, which is elicited by similarity judgement and credibility judgement of word-of-mouth and formed by their combined action, thus it becomes a major determinant in the re-diffusion intention of the negative word-of-mouth. Also, the perception coincidence and the prior brand attitude jointly determine the subsequent brand attitude after receiving the negative word-of-mouth; however, this subsequent brand attitude would not directly affect the re-diffuse intention.

Key words: negative word-of-mouth; re-diffusion; evaluation and decision; decision neuroscience