20-Q: Understanding Word-Of-Mouth Transmission

Ashleigh E. Powell, RMIT University, Australia
Adrian R. Camilleri, RMIT University, Australia
Angela R. Dobele, RMIT University, Australia
Constantino Stavros, RMIT University, Australia
We integrate emergent consumer psychology findings regarding emotional arousal, self-enhancement, and communication context by examining how these factors interact to influence word-of-mouth transmission.
[ to cite ]:
Ashleigh E. Powell, Adrian R. Camilleri, Angela R. Dobele, and Constantino Stavros (2017) ,"20-Q: Understanding Word-Of-Mouth Transmission ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research.