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.     

Self‐esteem discrepancies and identity‐expressive consumption: Evidence from Norwegian adolescents

Prior research established that simultaneously holding discrepant explicit (deliberate, controlled) and implicit (automatic, uncontrolled) self‐esteem gives rise to self‐enhancing behaviours. Given that individuals tend to enhance their self‐concepts with brands that are associated with positive identities, this study examined whether self‐esteem discrepancy was related to the extent to which individuals developed connections with brands that are associated with their in‐groups. Findings from an adolescent sample (ages 16–18) indicated that adolescents with larger discrepancies between explicit and implicit self‐esteem were more likely to construct their self‐concepts using in‐group‐linked brands.     

Evaluation context's role in driving positive word‐of‐mouth intentions

Relevant literature recognizes that transaction‐specific and cumulative evaluations are different, but few empirical studies test how these differences might affect the link between product evaluations and word of mouth (WOM). This study addresses this issue by assessing the simultaneous effects of perceived quality and satisfaction on the resulting positive WOM intentions for both types of evaluations. Results reveal that different factors drive positive WOM intentions depending on the context of the study. When the consumers' evaluations are related to a specific transaction, perceived quality is the dominating predictor of positive WOM intentions. When the evaluations are cumulative, satisfaction is the dominating predictor of positive WOM intentions. Copyright © 2012 John Wiley & Sons, Ltd.     

Sales and sincerity: The role of relational framing in word‐of‐mouth marketing

In word-of-mouth marketing, marketers often provide financial rewards for referrals. These rewards introduce a financial motive into an interaction among friends or acquaintances, which may harm the perceived sincerity of the referring customer. We show that this negative effect can be mitigated by disclosing the presence of financial motives, but also by the activation of a market pricing (‘sales’) relationship norm. However, such a norm has a negative effect on compliance with the referral. The effects of relationship norms are strongest when cognitive capacity is impaired, which suggests that the influence of relationship norms occurs outside the awareness of consumers. Conversely, the impact of disclosures is stronger when consumers have full cognitive capacity available.     

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.     

The role of storytelling in advertising: Consumer emotion,narrative engagement level,and word‐of‐mouth intention

This experimental study with a national online sample (n = 300) tested the effects of storytelling in radio advertisements on participants' positive emotional responses and intentions to share information about the product, depending on audiences' narrative engagement level. Treatments included a commercial for a fictitious brand of luggage using a story told by the founder of the company, another version of the same commercial manipulated so the speaker was a customer of the company, and a control stimulus consisting only of information about the product. Results showed that narrative transportation and narrative preference are positively associated with favorable responses toward ad. Stories elicited more favorable emotional responses and had some effect on participants' intention to share information about the product by word‐of‐mouth. This was especially true among participants hearing the founder's story. Results support previous assumptions about the power of storytelling in advertising, including distinctions regarding the identity of the speaker (founder vs. customer).     

The influence of acceptance goals on self‐presentational efforts

The current work examined whether self‐presentational efforts are influenced differently when people hold a goal to establish, maintain or repair an interpersonal connection. Results supported the counterintuitive prediction that participants with a repair goal would convey a less favourably oriented persona (e.g. less friendly, less similar and less genuine) compared to those with an establish or maintain goal. The efforts of repair goal participants were also perceived as less effective. The analysis also showed that certain self‐presentation dimensions (i.e. friendliness, genuineness and similarity) mediated the relationship between acceptance goals and perceived effectiveness. The findings extend and contribute to the self‐presentation and belongingness literatures.     

Self‐concept: a tourism application

Although well accepted by consumer behaviourists in general, self‐concept has received relatively little attention from tourism researchers. This is despite the potential it would appear to offer in terms of enabling an enhanced understanding of how tourists feel and what they seek from the tourism experience. The application of a model of self‐concept in this study suggests self‐concept may provide an alternative segmentation base, giving insights into how people perceive themselves in the tourist role and their consequent behaviour. Copyright © 2001 Henry Stewart Publications.     

“I'd like to be that attractive,but at least I'm smart”: How exposure to ideal advertising models motivates improved decision‐making

The use of idealized advertising models has been heavily criticized in recent years. Existing research typically adopts a social comparison framework and shows that upward comparisons with models can lower self-esteem and affect, as well as produce maladaptive behavior. However, the alternative possibility that consumers can cope with threatening advertising models by excelling in other behavioral domains has not been examined. The present research draws on fluid compensation theory (Tesser, 2000) and shows that idealized models motivate improved performance in consumer domains that fall outside that of the original comparison. These more positive coping effects operate through self-discrepancies induced by idealized models, rather than self-esteem or negative affect. Specifically, self-discrepancies motivate consumers to improve decision-making by: 1) making more optimal choices from well-specified consideration sets, and 2) better self-regulating indulgent choices. More broadly, the current research integrates and extends theories of fluid compensation and self-discrepancy, as well as provides a more complete picture of the ways in which consumers cope with idealized advertising models.     

Impact of consumers' corporate social responsibility‐related activities in social media on brand attitude,electronic word‐of‐mouth intention,and purchase intention: A study of Chinese consumer behavior

This study examines how consumers' corporate social responsibility (CSR)‐related activities in social media affect their responses to brands. We defined consumers' CSR‐related activities in social media as the extent to which consumers use social media to engage in CSR communication by companies. An online survey was conducted to examine social media users in China, the largest consumer market in today's global economies. This study developed a theoretical model and empirically tested the relationships between consumers' CSR‐related activities in social media, identification with the brand, and three consumer behavior outcomes: electronic word‐of‐mouth (eWOM) intention, brand attitude, and purchase intention. The results suggested that consumers' CSR‐related activities in social media significantly impacted eWOM intention and purchase intention through enhancing identification with the brand and positive brand attitude. This study provides important insights on consumer behavior and CSR by investigating social media, an important and emerging marketing platform. Moreover, this study fills in the research gap about the association between consumers' CSR‐related activities in social media and their responses to brands. Theoretical and managerial implications for CSR strategies in social media are discussed.     

Bringing relationships into consumer decision‐making

The primary purpose of our target article was to stimulate further interest in and research on consumer decision-making in close relationships. In this response, we discuss some of the major comments provided by each set of commentators by highlighting their main points, clarifying some misconceptions, and explaining why our dyadic framework is a logical starting-point for research on how relationships affect consumer decisions.     

The need to belong and self‐disclosure in positive word‐of‐mouth behaviours: The moderating effect of self–brand connection

Word of mouth (WOM) is an important information source for consumers. Nowadays, many consumers promote and spread the word about their preferred brands, thereby influencing others' attitudes and behaviours. Based on a social behaviour perspective and the need to belong theory, this research proposes that the individual's need to belong and the individual's level of self‐disclosure increase their probability of engaging in positive WOM behaviour. The moderating role of self–brand connection in the aforementioned relationships is also analysed. In the study conducted, users of a well‐known baby food brand (n = 851) were surveyed. The results revealed that the individuals' need to belong fostered the desire to talk to others about their preferred brand. A negative moderating effect of self–brand connection was also observed. As the connection with the brand is lower, the motivation to engage in positive WOM will be more related to personal characteristics, such as their need to belong and level of self‐disclosure. Copyright © 2015 John Wiley & Sons, Ltd.     

Decision Difficulty in the Age of Consumer Empowerment

In this review, we examine the impact of two key factors of consumer empowerment–choice freedom and expansion of information--on the choice difficulty consumers experience in today’s decision environment. We posit that though these two consumer empowerment factors offer numerous potential benefits, they also can magnify such sources of decision difficulty as task complexity, tradeoff difficulty, and preference uncertainty. Next we review several key moderators, including consumer knowledge, mental representation, and maximization tendencies as well as information type and organization, that can exacerbate or mitigate the effect of these consumer empowerment factors on decision difficultly outcomes. Lastly, we examine the effectiveness of decision aids in assisting consumers navigate the complexity of today’s decision environment, and we identify areas for future investigation.     

Time‐of‐day variation of visuo‐spatial attention

Time‐of‐day variation of visuo‐spatial attention in relation to body temperature and subjective arousal was assessed. At five different times of day, alertness, covert, and overt orienting of attention were assessed in fifteen healthy subjects. Based on previous studies reporting a tight coupling of alerting and orienting the present study investigates potential attentional asymmetries induced by diurnal variations of arousal. Both covert and overt orienting of attention improved in the course of the day. However, no asymmetries between left and right visual hemifields could be detected. Covert orienting additionally covaried with body temperature, indicating a quite close relation between the attentional arousal and orienting system. Conversely, overt orienting only improved due to repeated testing but did not correlate with body temperature suggesting a partial independence of both modes of attentional orienting. It can be assumed that due to limited diurnal variations of arousal in the participants and practice effects caused by repeated testing, no attentional asymmetries could be provoked.