Word of mouth (WOM) is a fundamental process in the marketplace (Katz and Lazarsfeld 1955). Positive WOM can increase consumer attitudes (Bone 1995), switching behavior (Wangenheim and Bayon 2004),
People need people: they need people to talk to just for a moment—on a coffee break at work or at a party—and they need friends, people with whom they connect with more deeply (Baumeister &
Imagine you just returned from a week in the Caribbean or sampling the restaurants in New York City. How likely would you be to tell others about your trip? Would the telling enhance your experience?
There is currently huge popular interest in word-of-mouth and social media more broadly (e.g., Facebook and Twitter). But while quantitative research has demonstrated the causal impact of
Anthropomorphism is defined as imbuing the behavior of nonhuman agents with humanlike characteristics, motivations, intentions, or emotions (Epley, Waytz, and Cacioppo 2007). A major conclusion from
