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.
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.
Hengcong Jiang, Cass Business School, City University of London, UK
Tom van Laer, Cass Business School, City University of London, UK
NA - Advances in Consumer Research Volume 44 | 2016
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
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
A1. Trusting and Acting on Chance Online
Shivaun Anderberg, University of Sydney, Australia
Ellen Garbarino, University of Sydney, Australia