Conceptualizing New Product Buzz

What is buzz? Just a trendy word for WOM? A theories-in-use approach is employed to develop a rich understanding of the conceptual nature of buzz. Consumers perceive buzz to comprise the amount and pervasiveness of search, communication, and participatory activities. Secondary data finds this multi-dimensional operationalization to improve empirical analyses.


Mark B. Houston, Ann-Kristin Knapp, Thorsten Hennig-Thurau, and Martin Spann (2014) ,"Conceptualizing New Product Buzz", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 514-514.


Mark B. Houston, Texas A&M University, USA
Ann-Kristin Knapp, University of Muenster, Germany
Thorsten Hennig-Thurau, University of Muenster, Germany
Martin Spann, Ludwig-Maximilians-University Munich, Gemany


NA - Advances in Consumer Research Volume 42 | 2014

Share Proceeding

Featured papers

See More


B2. The Prevention Oriented Chameleon: Mimicry in a Prevention Orientation Leads to More Brand Trust

Judith Willberger, Technical University of Munich
Gavan Fitzsimons, Duke University, USA

Read More


A10. Opting Opt-in or Out? Effects of Defaults on Perceived Control and Valuation of Personal Data

Iris van Ooijen, University of Twente

Read More


Public Discourse and Cultural Valorization in the Cancer Marketplace

Lez Ecima Trujillo Torres, University of Illinois at Chicago, USA
Benét DeBerry-Spence, University of Illinois at Chicago, USA
Søren TOLLESTRUP ASKEGAARD, University of Southern Denmark, Denmark
Sonya Grier, American University, 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.