What Do People Talk About and Why? How Product Characteristics and Promotional Giveaways Shape Word-Of-Mouth

Jonah Berger, University of Pennsylvania, USA
Eric Schwartz, University of Pennsylvania, USA
Why are certain products talked about more than others? Statistical analysis of over 300 buzz-marketing campaigns as well as a field experiment across various US cities examines how product characteristics and campaign giveaways shape what products get discussed. Results shed light on the psychological drivers of word of mouth.
[ to cite ]:
Jonah Berger and Eric Schwartz (2011) ,"What Do People Talk About and Why? How Product Characteristics and Promotional Giveaways Shape Word-Of-Mouth", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.