What Drives Immediate and Ongoing Word of Mouth?

Word of mouth (WOM) affects diffusion and sales, but why are certain products talked about more than others, both right after consumers first experience them and in the months that follow? This article examines psychological drivers of immediate and ongoing WOM. The authors analyze a unique data set...

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Veröffentlicht in:	Journal of marketing research 2011-10, Vol.48 (5), p.869-880
Hauptverfasser:	BERGER, JONAH, SCHWARTZ, ERIC M.
Format:	Artikel
Sprache:	eng
Schlagworte:	Brands Capital costs Consumer behavior Consumer research Conversation Coupons Field experiments Marketing Modeling Psychological aspects Sales promotions Studies Study abroad Textbooks Word of mouth advertising
Online-Zugang:	Volltext
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