When Being Happy Makes Choosing Harder
Being in a positive mood confers a wide range of benefits on consumers. Positive affect enhances creativity (Isen et al. 1985), promotes self-control (Aspinwall 1998; Ragunathan and Trope 2002), and Read More »
Answering Why: Action And Reaction Explanations In Word Of Mouth
Word of mouth (WOM), where consumers share information about experiences with others, is an everyday occurrence that strongly influences consumers (Arndt 1967) and firms (Chevalier and Mayzlin 2006). Read More »
Using Incentives To Encourage Word-of-Mouth Transmissions That Lead To Fast Information Diffusion
Unlike traditional advertising campaigns or sales promotions, word-of-mouth (WOM) marketing relies on consumer-to-consumer interactions to spread awareness, generate interest, and drive sales. Read More »
Compensatory Communication: Consumer Knowledge Discrepancies And Knowledge Signaling In
People who believe they are knowledgeable about products tend to share this knowledge more with others. This tenet is central to research on word-of-mouth motivation (e.g. Engel et al. 1969; Feick Read More »
Broadcasting And Narrowcasting: How Audience Size Impacts What People Share
Does the mere number of people with whom consumers communicate impact what they talk about and share? Some conversations involve communicating with just one person (narrowcasting), whereas others Read More »
