Why Do Consumers Talk, Does Anyone Listen, and What Happens?

Andrew Stephen, INSEAD, France
Donald Lehmann, Columbia University, USA
Olivier Toubia, Columbia University, USA
Despite the large amount of research on word-of-mouth (WOM) and social contagion in marketing, sociology, physics and elsewhere, surprisingly little is known about the individual-level “talking,” “listening,” and impact processes. The authors study the transmission and reception sides of WOM to understand consumers’ motivations to talk, what affects who they listen to, and what types of WOM are likely to be more impactful on their attitudes and consumption behaviors. Across seven studies the authors illustrate how complex these individual WOM processes are, and identify determinants of transmission, reception, and impact.
[ to cite ]:
Andrew Stephen, Donald Lehmann, and Olivier Toubia (2010) ,"Why Do Consumers Talk, Does Anyone Listen, and What Happens?", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 118-121 .