Does Sharing Lead to Sharing? Evidence From Free Product Settings

Samuel Bond, Georgia Institute of Technology, USA
Stephen He, Manhattan College, USA
Wen Wen, University of Texas at Austin, USA
By using a natural experiment involving a real-world online review platform, we identify drivers of consumer WOM in free product settings. Contrary to typical predictions based on ‘herding’ motivation, we find robust evidence that individuals become more willing to share their opinions as the quantity of existing opinions becomes smaller.
[ to cite ]:
Samuel Bond, Stephen He, and Wen Wen (2015) ,"Does Sharing Lead to Sharing? Evidence From Free Product Settings", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 100-104.