Purpose of Word-Of-Mouth: a Conceptual Model

The literature suggests that the intention to engage in Word-of-Mouth (WOM) depends primarily on the satisfaction/dissatisfaction with the brand. The perspective we take herein is that WOM is a socially embedded process instigated by explicit and implicit motives. We develop a theoretical model suggesting that WOM also is motivated by the desire to satisfy social- and self-related needs. Based on relevant theories, we identify several variables affecting the connection between satisfaction with the brand and WOM: the need for social comparison, the need for social bonds, and the intention to share social and personal information. We also recognize that self-related needs like self-enhancement and self-affirmation play a key role in the process.


Aliosha Alexandrov and Emin Babakus (2011) ,"Purpose of Word-Of-Mouth: a Conceptual Model", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 483-484.


Aliosha Alexandrov, University of Wisconsin - Oshkosh, USA
Emin Babakus, University of Memphis, USA


E - European Advances in Consumer Research Volume 9 | 2011

Share Proceeding

Featured papers

See More


A5. Trusting the Tweeting President: Inside the Donald's reality: Gaslighting, pschometrics and social media

Dianne Dean, University of Hull
Fiona Walkley, Hull University Business School
Robin Croft, Brunel University

Read More


Uncertain Reward Campaigns Impact Product Size Choices

Nükhet Taylor, York University, Canada
Theodore J. Noseworthy, York University, Canada
Ethan Pancer, Saint Mary's University

Read More


When Does Being Paid an Hourly Wage Make it Difficult to Be a Happy Volunteer?

Sanford E. DeVoe, University of California Los Angeles, USA
Jieun Pai, University of California Los Angeles, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.