Compensatory Communication: Consumer Knowledge Discrepancies and Knowledge Signaling in Word-Of-Mouth

Grant Packard, Laurier School of Business & Economics, Canada
David Wooten, University of Michigan, USA
This research examines how consumer knowledge beliefs and self-presentation motivate Word-of-Mouth transmission. Findings from four studies suggest that people compensate for unfavorable discrepancies they perceive between their actual and ideal consumer knowledge through greater intentions to share product knowledge with and heightened efforts to signal knowledgeability to self-concept relevant audiences.
[ to cite ]:
Grant Packard and David Wooten (2013) ,"Compensatory Communication: Consumer Knowledge Discrepancies and Knowledge Signaling in Word-Of-Mouth", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.