Launching new products is a risky and expensive endeavor. Accordingly, many firms attempt to mitigate this risk by introducing new offerings under existing brand names. A great deal of academic
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
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).
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.
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
