Answering Why: Action and Reaction Explanations in Word-Of-Mouth

We find that audiences prefer action explanations (I bought this because…) for utilitarian experiences and reaction explanations (I loved this because…) for hedonic experiences, and speakers tailor WOM accordingly. However, explanation types differentially influence speakers’ evaluations. For utilitarian experiences, action explanations polarize evaluations; for hedonic experiences, reaction explanations dampen evaluations.



Citation:

Sarah Moore (2013) ,"Answering Why: Action and Reaction Explanations in Word-Of-Mouth", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .

Authors

Sarah Moore, University of Alberta, Canada



Volume

NA - Advances in Consumer Research Volume 41 | 2013



Share Proceeding

Featured papers

See More

Featured

R10. Emotional-Transference or Exclusivity? an Emotional Attachment Approach to Brand Extension for Cultural and Creative Products

Wu Zhiyan, Shanghai University of International Business and Economics
Luo Jifeng, Shanghai Jiao Tong University
Liu Xin, Shanghai University of International Business and Economics

Read More

Featured

Cultural Values and Consumers’ Brand Preference

Jessie J. Wang, Miami University, Ohio
Ashok K Lalwani, Indiana University, USA
Devon DelVecchio, Miami University, Ohio

Read More

Featured

K13. When Does Humor Increase Sharing?

John Yi, University of Arizona, USA
Caleb Warren, University of Arizona, 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.