Word-Of-Mouth: Are We Hearing What the Consumer Is Saying?

Martin A. Pyle, Queen's School of Business, Canada
Most of the extant literature on word-of-mouth shares a common view of the consumer as a cognitive information processor. This perspective has shaped the conceptualization of word-of-mouth to the extent that the research suggests that people engage in word-of-mouth solely as a mechanism for sharing information about brands and services. My goal with this conceptual paper is to demonstrate how new and complementary research directions emerge for examining the word-of-mouth phenomenon by adopting the Consumer Culture Theory perspective of the consumer. Using this perspective, I discuss three new research streams which reflect this different view of the word-of-mouth phenomenon.
[ to cite ]:
Martin A. Pyle (2010) ,"Word-Of-Mouth: Are We Hearing What the Consumer Is Saying?", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 340-345 .