The Buzz Behind 'The Buzz' Matters: Tense and Energetic Arousal As Separate Motivations For Word of Mouth
This research reconceptualizes arousal into two types, tense and energetic, which helps explain the missing mechanism behind its influence on word of mouth (WOM). This work also examines how the WOM-recipient’s response (desired vs. less desired) can influence WOM likelihood by differentially impacting WOM-sources’ post-sharing arousal.
Jacob Teeny, Xiaoyan Deng, and H. Rao Unnava (2019) ,"The Buzz Behind 'The Buzz' Matters: Tense and Energetic Arousal As Separate Motivations For Word of Mouth", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 870-870.
Jacob Teeny, Ohio State University, USA
Xiaoyan Deng, Ohio State University, USA
H. Rao Unnava, University of California, Davis, USA
NA - Advances in Consumer Research Volume 47 | 2019
How Incremental Theory Enhances or Reduces Charitable Giving
Alyssa Yoon, Korea University, Korea
Jongwon Park, Korea University, Korea
F8. Dual Routes for Consumer Responses to Corporate Social Responsibility: The Role of Positive Moral Emotions, Attitudes, and Empathy
Chunyan Xie, Western Norway University of Applied Sciences
Richard P. Bagozzi, University of Michigan, USA
When Too much “I” is Bad for “Us”: The Detrimental Effect of Selfie on Self -Brand Connection.
MEHAK BHARTI, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore