Add to ORKGWord-of-mouth (WOM) communication has been characterized as a decision, involving weighing of costs and benefits (Gatignon and Robertson 1986). This research develops a cost-benefit framework to systematically test individual differences in altruism, or the internal motivation to help others, as an underlying driver of WOM. In three studies, benefits of information (e.g., diagnostic value) and/or communicator costs (either resource or social costs) of information-sharing are manipulated. Findings indicate that, high altruists' WOM behavior is driven by the perceived diagnostic value of information, whereas low altruists' WOM behavior is driven by perceived communicator costs
Three experiments show that the closer consumers feel to a message recipient, the greater the likeli...
Word-of-Mouth communication is an invaluable source of information for consumers. A comprehensive un...
Note:This dissertation demonstrates that people engage in word-of-mouth (WOM)communication not only ...
University of Technology, Sydney. Faculty of Business.Word of Mouth (hereafter, ‘WOM’) communication...
Previous research on word of mouth (WOM) has presented inconsistent evidence on whether consumers ar...
Previous research on word of mouth (WOM) has presented inconsistent evidence on whether consumers ar...
This dissertation highlights the importance to understand how word-of-mouth is an aspect extremely ...
The Internet has empowered consumers. More and more marketers attempt to harness the power of word-o...
Word-of-mouth (WOM) communication is a socially mediated pathway that helps people overcome perceive...
Previous research on word of mouth (hereafter, WOM) distinguishes between two types of WOM senders; ...
This paper examines consumers' motivations to engage in electronic word-of-mouth (WOM) and its influ...
Three experiments show that the closer consumers feel to a message recipient, the greater the likeli...
Three experiments show that the closer consumers feel to a message recipient, the greater the likeli...
Word-of-Mouth communication is an invaluable source of information for consumers. A comprehensive un...
Note:This dissertation demonstrates that people engage in word-of-mouth (WOM)communication not only ...
University of Technology, Sydney. Faculty of Business.Word of Mouth (hereafter, ‘WOM’) communication...
Previous research on word of mouth (WOM) has presented inconsistent evidence on whether consumers ar...
Previous research on word of mouth (WOM) has presented inconsistent evidence on whether consumers ar...
This dissertation highlights the importance to understand how word-of-mouth is an aspect extremely ...
The Internet has empowered consumers. More and more marketers attempt to harness the power of word-o...
Word-of-mouth (WOM) communication is a socially mediated pathway that helps people overcome perceive...
Previous research on word of mouth (hereafter, WOM) distinguishes between two types of WOM senders; ...
This paper examines consumers' motivations to engage in electronic word-of-mouth (WOM) and its influ...
Three experiments show that the closer consumers feel to a message recipient, the greater the likeli...
Three experiments show that the closer consumers feel to a message recipient, the greater the likeli...
Word-of-Mouth communication is an invaluable source of information for consumers. A comprehensive un...
Note:This dissertation demonstrates that people engage in word-of-mouth (WOM)communication not only ...