20-Q: Understanding Word-Of-Mouth Transmission

We integrate emergent consumer psychology findings regarding emotional arousal, self-enhancement, and communication context by examining how these factors interact to influence word-of-mouth transmission.


Ashleigh E. Powell, Adrian R. Camilleri, Angela R. Dobele, and Constantino Stavros (2017) ,"20-Q: Understanding Word-Of-Mouth Transmission ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1056-1056.


Ashleigh E. Powell, RMIT University, Australia
Adrian R. Camilleri, RMIT University, Australia
Angela R. Dobele, RMIT University, Australia
Constantino Stavros, RMIT University, Australia


NA - Advances in Consumer Research Volume 45 | 2017

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