Word of Mouth: a Review and Directions For Future Work
People often share opinions and information with social ties, and word of mouth has an important impact on consumer behavior. But what drives interpersonal communication and why do people talk about certain things rather than others? This talk reviews recent work in this space and outline directions for future research.
Jonah Berger (2019) ,"Word of Mouth: a Review and Directions For Future Work", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 227-231.
Jonah Berger, University of Pennsylvania, USA
NA - Advances in Consumer Research Volume 47 | 2019
N14. The Bright Side of Sadness: How Mood Affects Goal Initiation
Yunqing Chen, Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China
C8. Can Packaging Imagery Fill Your Stomach? Effects of Product Image Location on Flavor Richness, Consumption Quantity, and Subsequent Choice
Taku Togawa, Chiba University of Commerce
Jaewoo Park, Musashi University
Hiroaki Ishii, Seikei University
Xiaoyan Deng, Ohio State University, USA
The Inimical Lure of Intense Means
Jordan Etkin, Duke University, USA
Szu-chi Huang, Stanford University, USA