How Word of Mouth Influences the Storyteller: Does the Effect Replicate in China?

Hengcong Jiang, Cass Business School, City University of London, UK
Tom van Laer, Cass Business School, City University of London, UK
Moore (2012, JCR) focuses on how specific linguistic content in word of mouth (WOM) influences North American storytellers. This research attempts to replicate her research with Chinese storytellers’ hedonic experiences. Influenced by Confucianism, Chinese storytellers’ evaluations are generally lowered by explaining language, yet less negative than North American storytellers’ evaluations.
[ to cite ]:
Hengcong Jiang and Tom van Laer (2016) ,"How Word of Mouth Influences the Storyteller: Does the Effect Replicate in China?", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 315-318.