How Word of Mouth Influences the Storyteller: Does the Effect Replicate in China?

Moore (2012, JCR) focuses on how specific linguistic content in word of mouth (WOM) influences North American storytellers. This research attempts to replicate her research with Chinese storytellers’ hedonic experiences. Influenced by Confucianism, Chinese storytellers’ evaluations are generally lowered by explaining language, yet less negative than North American storytellers’ evaluations.



Citation:

Hengcong Jiang and Tom van Laer (2016) ,"How Word of Mouth Influences the Storyteller: Does the Effect Replicate in China?", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 315-318.

Authors

Hengcong Jiang, Cass Business School, City University of London, UK
Tom van Laer, Cass Business School, City University of London, UK



Volume

NA - Advances in Consumer Research Volume 44 | 2016



Share Proceeding

Featured papers

See More

Featured

L9. To Save Face or Follow My Heart: Salesperson’s Inquiries of In-Group Identity on Consumers’ Purchase

Lingru Wei, Tencent Holdings Limited
Jooyoung Park, Peking University

Read More

Featured

Immigration, Abortion, and Gay Marriage – Oh My!

TJ Weber, Cal Poly San Luis Obispo
Chris Hydock, Georgetown University, USA
Jeff Joireman, Washington State University, USA
David Sprott, Washington State University, USA

Read More

Featured

A1. Trusting and Acting on Chance Online

Shivaun Anderberg, University of Sydney, Australia
Ellen Garbarino, University of Sydney, Australia

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.