Write and Write Alike: How Personality Affects the Value of Word of Mouth

Zahra Tohidinia, University of Connecticut, USA
Nicholas Lurie, University of Connecticut, USA
A series of studies show that writer personality, as revealed through language use, is an important determinant of the value of word of mouth. Greater levels of extraversion, conscientiousness, and neuroticism enhance review value while agreeableness decreases value. Greater similarity between writer and reader language also enhances value.
[ to cite ]:
Zahra Tohidinia and Nicholas Lurie (2015) ,"Write and Write Alike: How Personality Affects the Value of Word of Mouth", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 157-162.