Word of mouth and interpersonal communication: A review and directions for future research

People often share opinions and information with their 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 article argues that word of mouth is goal driven and serves five key functions (i.e., impression management, emotion regulation, information acquisition, social bonding, and persuasion). Importantly, I suggest these motivations are predominantly self- (rather than other) serving and drive what people talk about even without their awareness. Further, these drivers make predictions about the types of news and information people are most likely to discuss. This article reviews the five proposed functions and well as how contextual factors (i.e., audience and communication channel) may moderate which functions play a larger role. Taken together, the paper provides insight into the psychological factors that shape word of mouth and outlines additional questions that deserve further study.     

Satisfaction,loyalty and word of mouth within the customer base of a utility provider: differences between stayers,switchers and referral switchers

Research on satisfaction, loyalty and word of mouth (WOM) behaviour has made considerable progress within recent years, but important aspects remain neglected. In this paper, it is argued that, within the customer base of service providers, certain groups can be identified which differ from each other with regards to these variables. Hypotheses are developed and tested in a sample of 765 clients of a large German energy provider. The results show that recently acquired customers (switchers) differ from long‐term customers (stayers), and that switchers acquired through customer referrals differ from switchers recruited through advertising or direct mail in their satisfaction, loyalty and WOM behaviour. The paper ends with some important implications for management and future research. Copyright © 2004 Henry Stewart Publications Ltd.     

The role of self-evaluation and envy in schadenfreude

In this article we address why and when people feel schadenfreude (pleasure at the misfortunes of others) in both interpersonal and intergroup contexts. Using findings from our own research programmes we show that schadenfreude is intensified when people are chronically or momentarily threatened in their self-worth, whereas it is attenuated when their self-evaluation is boosted; that malicious envy, but not benign envy, intensifies pleasure at the misfortunes of others; that these emotional responses are manifested in intergroup contexts via the same mechanisms; and that mere stereotypes, in the absence of any interaction or overt competition, are sufficient to elicit schadenfreude via such mechanisms. Together, these findings suggest that self-evaluation and envy both play an important role in evoking schadenfreude; people feel pleasure at the misfortunes of others when these misfortunes provide them with social comparisons that enhance their feelings of self-worth or remove the basis for painful feelings of envy.     

Towards understanding pleasure at the misfortunes of others: The impact of self-evaluation threat on schadenfreude

In two experiments we demonstrated that a self-evaluation threat intensifies schadenfreude. Moreover, we showed that a self-evaluation threat predicts schadenfreude in both threat-related and threat-unrelated domains and when controlling for feelings of envy and dislike towards the target and evaluations of the misfortune in terms of deservingness. These findings indicate that another's misfortune may be pleasing because it satisfies people's concern for a positive self-view and a sense of self-worth.     

The effects of social anxiety on emotional face discrimination and its modulation by mouth salience

People high in social anxiety experience fear of social situations due to the likelihood of social evaluation. Whereas happy faces are generally processed very quickly, this effect is impaired by high social anxiety. Mouth regions are implicated during emotional face processing, therefore differences in mouth salience might affect how social anxiety relates to emotional face discrimination. We designed an emotional facial expression recognition task to reveal how varying levels of sub-clinical social anxiety (measured by questionnaire) related to the discrimination of happy and fearful faces, and of happy and angry faces. We also categorised the facial expressions by the salience of the mouth region (i.e. high [open mouth] vs. low [closed mouth]). In a sample of 90 participants higher social anxiety (relative to lower social anxiety) was associated with a reduced happy face reaction time advantage. However, this effect was mainly driven by the faces with less salient closed mouths. Our results are consistent with theories of anxiety that incorporate an oversensitive valence evaluation system.     

The Sounds of Silence: Inferences from the Absence of Word‐of‐Mouth

While past work has explored some of the reasons why people themselves may remain silent in a group, almost no research has examined the mirror image of this question: How do consumers construe the silence of others? Do they project the opinions of the speakers in a conversation onto the silent individuals, assuming that silence signals agreement? Do they have a usual or “default” naïve theory of silence that they use to explain it across multiple contexts—i.e., “silence usually signals disagreement?” Or does silence act as a mirror, reflecting observers’ own opinions back at them? Three experiments contrasted perceivers’ estimates of conversational silence with their estimates of unknown opinions outside the conversation. Estimates of opinions outside the conversation generally followed an agreement‐with‐the‐speakers rule—the more an opinion was expressed in the group, the more consumers assumed others would support it too. In contrast, silence inside the conversation was interpreted very differently, serving as a mirror for participants’ own thoughts, even when the vocal majority favored the opposite position. Results suggest a process whereby observers project the reason they personally would have been silent in the group (given their opinion) onto silence, leading to an inference that the silents agree with the self.     

Word‐of‐mouth and the forecasting of consumption enjoyment

The digital era has permitted rapid transfer of peer knowledge regarding products and services. In the present research, we explore the value of specific types of word-of-mouth information (numeric ratings and text commentary) for improving forecasts of consumption enjoyment. We present an anchoring-and-adjustment model in which the relative forecasting error associated with ratings and commentary depends on the extent to which consumer and reviewer have similar product-level preferences. To test our model, we present four experiments using a range of hedonic stimuli. Implications for the provision of consumer WOM are discussed.     

Examining the role of social cues in early word learning

Infants watched a video of an adult pointing towards two different objects while hearing novel labels. Analyses indicated that 14- and 18-month-olds looked longer at the target object, but only 18-month-olds showed word learning. The results suggest that different types of social cues are available at different ages.     

Effectiveness of online word of mouth on exposure to an Internet-delivered intervention

The use of online word of mouth (WOM) seems a promising strategy to motivate young people to visit Internet-delivered interventions. An Internet-delivered intervention aimed at changing implicit attitudes related to alcohol was used in two experiments to test effectiveness of e-mail invitations on a first visit to the intervention. The results of the first experiment (N = 196) showed that an invitation by e-mail from a friend was more effective to attract young adults (aged 18–24 years) to the intervention website than an invitation from an institution. A 2 × 2 design was used in the second experiment (N = 236) to test manipulations of argument strength and the use of peripheral cues in invitations. Results showed that weak arguments were more effective to attract young adults to the intervention website when an incentive was withheld. These results need to be taken into account when using online WOM as a strategy to improve exposure to Internet-delivered interventions.     

The locus of word frequency effects in skilled spelling-to-dictation

In spelling-to-dictation tasks, skilled spellers consistently initiate spelling of high-frequency words faster than that of low-frequency words. Tainturier and Rapp's model of spelling shows three possible loci for this frequency effect: spoken word recognition, orthographic retrieval, and response execution of the first letter. Thus far, researchers have attributed the effect solely to orthographic retrieval without considering spoken word recognition or response execution. To investigate word frequency effects at each of these three loci, Experiment 1 involved a delayed spelling-to-dictation task and Experiment 2 involved a delayed/uncertain task. In Experiment 1, no frequency effect was found in the 1200-ms delayed condition, suggesting that response execution is not affected by word frequency. In Experiment 2, no frequency effect was found in the delayed/uncertain task that reflects the orthographic retrieval, whereas a frequency effect was found in the comparison immediate/uncertain task that reflects both spoken word recognition and orthographic retrieval. The results of this two-part study suggest that frequency effects in spoken word recognition play a substantial role in skilled spelling-to-dictation. Discrepancies between these findings and previous research, and the limitations of the present study, are discussed.     

The developing role of prosody in novel word interpretation

This study examined whether children use prosodic correlates to word meaning when interpreting novel words. For example, do children infer that a word spoken in a deep, slow, loud voice refers to something larger than a word spoken in a high, fast, quiet voice? Participants were 4- and 5-year-olds who viewed picture pairs that varied along a single dimension (e.g., big vs. small flower) and heard a recorded voice asking them, for example, “Can you get the blicket one?” spoken with either meaningful or neutral prosody. The 4-year-olds failed to map prosodic cues to their corresponding meaning, whereas the 5-year-olds succeeded (Experiment 1). However, 4-year-olds successfully mapped prosodic cues to word meaning following a training phase that reinforced children’s attention to prosodic information (Experiment 2). These studies constitute the first empirical demonstration that young children are able to use prosody-to-meaning correlates as a cue to novel word interpretation.     

Modelling the effects of semantic ambiguity in word recognition

Most words in English are ambiguous between different interpretations; words can mean different things in different contexts. We investigate the implications of different types of semantic ambiguity for connectionist models of word recognition. We present a model in which there is competition to activate distributed semantic representations. The model performs well on the task of retrieving the different meanings of ambiguous words, and is able to simulate data reported by Rodd, Gaskell, and Marslen-Wilson [J. Mem. Lang. 46 (2002) 245] on how semantic ambiguity affects lexical decision performance. In particular, the network shows a disadvantage for words with multiple unrelated meanings (e.g., bark) that coexists with a benefit for words with multiple related word senses (e.g., twist). The ambiguity disadvantage arises because of interference between the different meanings, while the sense benefit arises because of differences in the structure of the attractor basins formed during learning. Words with few senses develop deep, narrow attractor basins, while words with many senses develop shallow, broad basins. We conclude that the mental representations of word meanings can be modelled as stable states within a high-dimensional semantic space, and that variations in the meanings of words shape the landscape of this space.     

Tone of voice guides word learning in informative referential contexts

Listeners infer which object in a visual scene a speaker refers to from the systematic variation of the speaker's tone of voice (ToV). We examined whether ToV also guides word learning. During exposure, participants heard novel adjectives (e.g., “daxen”) spoken with a ToV representing hot, cold, strong, weak, big, or small while viewing picture pairs representing the meaning of the adjective and its antonym (e.g., elephant–ant for big–small). Eye fixations were recorded to monitor referent detection and learning. During test, participants heard the adjectives spoken with a neutral ToV, while selecting referents from familiar and unfamiliar picture pairs. Participants were able to learn the adjectives' meanings, and, even in the absence of informative ToV, generalize them to new referents. A second experiment addressed whether ToV provides sufficient information to infer the adjectival meaning or needs to operate within a referential context providing information about the relevant semantic dimension. Participants who saw printed versions of the novel words during exposure performed at chance during test. ToV, in conjunction with the referential context, thus serves as a cue to word meaning. ToV establishes relations between labels and referents for listeners to exploit in word learning.     

Exploring the additive effects of stimulus quality and word frequency: The influence of local and list-wide prime relatedness

Stimulus quality and word frequency produce additive effects in lexical decision performance, whereas the semantic priming effect interacts with both stimulus quality and word frequency effects. This pattern places important constraints on models of visual word recognition. In Experiment 1, all three variables were investigated within a single speeded pronunciation study. The results indicated that the joint effects of stimulus quality and word frequency were dependent upon prime relatedness. In particular, an additive effect of stimulus quality and word frequency was found after related primes, and an interactive effect was found after unrelated primes. It was hypothesized that this pattern reflects an adaptive reliance on related prime information within the experimental context. In Experiment 2, related primes were eliminated from the list, and the interactive effects of stimulus quality and word frequency found following unrelated primes in Experiment 1 reverted to additive effects for the same unrelated prime conditions. The results are supportive of a flexible lexical processor that adapts to both local prime information and global list-wide context.     

A Bayesian framework for word segmentation: Exploring the effects of context

Since the experiments of Saffran et al. [Saffran, J., Aslin, R., & Newport, E. (1996). Statistical learning in 8-month-old infants. Science, 274, 1926-1928], there has been a great deal of interest in the question of how statistical regularities in the speech stream might be used by infants to begin to identify individual words. In this work, we use computational modeling to explore the effects of different assumptions the learner might make regarding the nature of words - in particular, how these assumptions affect the kinds of words that are segmented from a corpus of transcribed child-directed speech. We develop several models within a Bayesian ideal observer framework, and use them to examine the consequences of assuming either that words are independent units, or units that help to predict other units. We show through empirical and theoretical results that the assumption of independence causes the learner to undersegment the corpus, with many two- and three-word sequences (e.g. what’s that, do you, in the house) misidentified as individual words. In contrast, when the learner assumes that words are predictive, the resulting segmentation is far more accurate. These results indicate that taking context into account is important for a statistical word segmentation strategy to be successful, and raise the possibility that even young infants may be able to exploit more subtle statistical patterns than have usually been considered.     

Compensatory knowledge signaling in consumer word‐of‐mouth

This paper extends prior research on consumer knowledge beliefs and word-of-mouth transmission. Findings from four studies suggest that people compensate for unfavorable discrepancies between their actual and ideal consumer knowledge with heightened efforts to signal knowledgeability through the content and volume of their word-of-mouth transmissions. This compensatory knowledge signaling effect is moderated by the self-concept relevance (psychological closeness) of the word-of-mouth target and lay beliefs in the self-enhancement benefits of transmitting product knowledge. Content analysis of participants' product communications further supports our knowledge signaling account. The relationship between actual:ideal knowledge discrepancies and heightened word-of-mouth intentions is mediated by the specific negative emotion associated with actual:ideal self-discrepancies. Overall, the findings suggest that the relationship between consumer knowledge and word-of-mouth transmission depends not only on what you think you know, but also on what you wish you knew.     

Why Self-enhancement Provokes Dislike: The Hubris Hypothesis and the Aversiveness of Explicit Self-superiority Claims

Most people believe that they are in many respects superior to others. When they publicly express their superiority, they may do so in an explicitly or implicitly comparative manner (“I am better than others” vs. “I am good”). According to the hubris hypothesis, observers dislike explicit self-superiority claims, because these suggest a negative view of others and hence of the observers. The results of two experiments were consistent with the hubris hypothesis. Participants evaluated explicit self-superiority claimants more unfavorably than implicit self-superiority claimants (Experiments 1–2). They attributed less warmth, but not less competence, to explicit than implicit self-superiority claimants (Experiment 2), and this occurred to the extent that participants inferred a negative view of others (Experiments 1–2) and hence of them (Experiment 2).     

Language and age effects in children's processing of word order

We compare the processing of transitive sentences in young learners of a strict word order language (English) and two languages that allow noun omissions and many variant word orders: Turkish, a case-marked language, and Mandarin Chinese, a non case-marked language. Children aged 1–3 years listened to simple transitive sentences in the typical word order of their language, paired with two visual scenes, only one of which matched the sentence. Multiple measures of comprehension (percent of looking to match, latency to look to match, number of switches of attention) revealed a general pattern of early sensitivity to word order, coupled with language and age effects in children's processing efficiency. In particular, English learners showed temporally speedier processing of transitive sentences than Turkish learners, who also displayed more uncertainty about the matching scene. Mandarin learners behaved like Turkish learners in showing slower processing of sentences, and all language groups displayed faster processing by older than younger children. These results demonstrate that sentence processing is sensitive to crosslinguistic features beginning early in language development.