When Will People Tell You Something You Do Not Know? the Exchange of Unique Informational in Word-Of-Mouth Communication

This article demonstrates that the flow and the impact of word-of-mouth (WOM) information are influenced by informational-ties among members (e.g., whether members share common knowledge or hold unique information on the topic of conversations). Although common information is generally over-sampled for conversations, this bias is inflated when the common information is emotional in nature and when members are similar with respect to interests or goals. Most importantly, uniquely held emotional information is exchanged more often than cognitive common information. As a result of these biases in information exchange, choices of WOM members herd into pleasurable but commonly known options compared with choices of individuals who do not engage in WOM.


Lei Huang and Sema Barlas (2009) ,"When Will People Tell You Something You Do Not Know? the Exchange of Unique Informational in Word-Of-Mouth Communication", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 761-762.


Lei Huang, Dalhousie University, Canada
Sema Barlas, McGill University, Canada


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


K6. Persuading the Moral Consumer: Matching Messages to Attitude Basis

Aviva Philipp-Muller, Ohio State University, USA
Andrew Luttrell, Ball State University
Richard Petty, Ohio State University, USA

Read More


Names Are the Mirrors of the Soul: The Role of Possessive Brand Names in Brand Evaluations

Marina Puzakova, Lehigh University
Mansur Khamitov, Nanyang Technological University, Singapore

Read More


Communicating a Promise of Change: Visual Steps Enhance Process Imagery

Luca Cian, University of Virginia, USA
aradhna krishna, University of Michigan, USA
Chiara Longoni, Boston 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.