Narrative Word-Of-Mouth Communication: Exploring Memory and Attitude Effects of Consumer Storytelling

Yvonne Delgadillo, University of Arizona
Jennifer Edson Escalas, Vanderbilt University
ABSTRACT - This paper explores Aword-of-mouth@ (WOM) communication from the perspective that this type of communication is typically structured as a narrative or story. The first study provides empirical evidence that consumer WOM communications are often structured as a narrative. The second study extends findings from psychology research to the context of a WOM story by examining two factors of story memory that may affect brand attitudes: 1) biased memory for story details and 2) recall of story gist, defined as a summary abstraction of the story. We propose that a narrative perspective will enhance the field’s understanding of WOM communication.
[ to cite ]:
Yvonne Delgadillo and Jennifer Edson Escalas (2004) ,"Narrative Word-Of-Mouth Communication: Exploring Memory and Attitude Effects of Consumer Storytelling", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 186-192.