Word-Of-Mouth and Interpersonal Communication

Jonah Berger, University of Pennsylvania, USA
This talk provides a framework to help understand what people talk about and share and why. I argue that interpersonal communication is goal driven and serves a number of key functions. Further, while communication almost always involves a recipient, these goals are predominantly self-serving, rather than other-serving, in nature.
[ to cite ]:
Jonah Berger (2013) ,"Word-Of-Mouth and Interpersonal Communication", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.