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
Beyond Subjectivity: Competing Governance Regimes and the Socio-Material Construction of Rational Consumer Action
Lena Pellandini-Simanyi, Università della Svizzera Italiana
Liminal Motherhood: Relational Partners Experience of Liminality
Adriana Schneider Dallolio, Fundação Getúlio Vargas - FGV-EAESP
Eliane Zamith Brito, Fundação Getúlio Vargas
Powerful Buy Time: Why Social Power Leads to Prioritizing Time over Money
Myungjin Chung, University of Texas at Arlington
Ritesh Saini, University of Texas at Arlington