Answering Why: Action and Reaction Explanations in Word-Of-Mouth

Sarah Moore, University of Alberta, Canada
We find that audiences prefer action explanations (I bought this because…) for utilitarian experiences and reaction explanations (I loved this because…) for hedonic experiences, and speakers tailor WOM accordingly. However, explanation types differentially influence speakers’ evaluations. For utilitarian experiences, action explanations polarize evaluations; for hedonic experiences, reaction explanations dampen evaluations.
[ to cite ]:
Sarah Moore (2013) ,"Answering Why: Action and Reaction Explanations in Word-Of-Mouth", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.