Different Drivers of Online and Offline Word of Mouth

Jonah Berger, University of Pennsylvania, USA
Word-of-mouth research has treated different types of WOM (e.g., online reviews and face-to-face discussions) as similar. In contrast, using data from over 6,000 consumers, we demonstrate differences in psychological drivers of online and offline WOM. More interesting products receive more online WOM than boring ones, but there is no relationship between interest and offline WOM.
[ to cite ]:
Jonah Berger (2011) ,"Different Drivers of Online and Offline Word of Mouth", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 17-18.