It Is Up to Who I Am to Spread Positive Or Negative Word of Mouth to My Best Friend

Yinlong Zhang, The University of Texas at San Antonio
Lawrence Feick, University of Pittsburgh
Vikas Mittal, University of Pittsburgh
ABSTRACT - Existing theoretical perspectives make conflicting predictions about the interplay of tie strength and valence of experience on WOM transmission propensity. We argue that using the accessible self-construal as a boundary condition can clarify these conflicting views. This paper makes the following theoretical contributions. First, it offers a direct test between the two prevalent competing views on WOM transmission decision. Second, it articulates boundary conditions of these two competing perspectives. Third, it explores whether and when self-focused motivations or other-focused motivations mediate the observed moderating effect of self-construal on the WOM transmission decision.
[ to cite ]:
Yinlong Zhang, Lawrence Feick, and Vikas Mittal (2005) ,"It Is Up to Who I Am to Spread Positive Or Negative Word of Mouth to My Best Friend", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 23-23.