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.



Citation:

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.

Authors

Jacob Teeny, Ohio State University, USA
Xiaoyan Deng, Ohio State University, USA
H. Rao Unnava, University of California, Davis, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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