Talk, Talk, Talk: Consumer Motives For Word-Of-Mouth Referral

Peeter Verlegh, Erasmus University, The Netherlands
Carolina Buijs, Erasmus University, The Netherlands
Andrea Zethof, Erasmus University, The Netherlands
We examine consumers’ motives for word of mouth and relate these to different aspects of WOM behavior. Our study consists of three phases. In the first qualitative phase, four motives for referrals emerged: product enthusiasm, self-presentation, helping consumers and helping the firm. The different motives are triggered by different product attributes. We next developed and tested multi-item scales to measure the motives, and subsequently administered these scales in a survey to a consumer panel. We find that the motives contribute significantly to the explanation of WOM activity, complementing variables like market mavenism and opinion leadership. We also find that different motives determine different aspects of WOM.
[ to cite ]:
Peeter Verlegh, Carolina Buijs, and Andrea Zethof (2008) ,"Talk, Talk, Talk: Consumer Motives For Word-Of-Mouth Referral", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 49-51.