Social Acceptance and Word of Mouth: How the Motive to Belong Leads to Divergent WOM with Strangers and Friends (Englisch)

  • ISSN:
  • Aufsatz (Zeitschrift)  /  Print

Abstract Consumers are increasingly sharing product experiences with strangers and friends online. Despite the prevalence of word of mouth (WOM), little is known about how and why WOM differs based on whether people are talking to strangers or friends. The current article theorizes that one important motivation for WOM is social acceptance. To fulfill this motivation, people form and maintain existing relationships with others. Building on research in interpersonal relationships, we theorize that when communicating with strangers, people attempt to self-enhance to attract strangers into forming relationships with the self; when sharing with friends, on the other hand, people attempt to connect emotionally in order to maintain existing ties. A series of seven studies provide backing for this simple yet encompassing framework. Results of the current article provide insights into the motivations behind WOM, synthesize prior findings, and show that people systematically share different content with strangers versus friends. The current work makes theoretical contributions to research in interpersonal communication, social influence, and WOM, and holds practical implications for marketers interested in understanding consumer word of mouth.

Inhaltsverzeichnis – Band 44, Ausgabe 3

Zeige alle Jahrgänge und Ausgaben

Die Inhaltsverzeichnisse werden automatisch erzeugt und basieren auf den im Index des TIB-Portals verfügbaren Nachweisen der enthaltenen Aufsätze. Die Anzeige der Jahrgänge kann aufgrund fehlender Aufsatznachweise unvollständig oder lückenhaft sein, obwohl die Zeitschrift komplett in der TIB verfügbar ist.

Blue and Red Voices: Effects of Political Ideology on Consumers’ Complaining and Disputing Behavior
Jung, Kiju / Garbarino, Ellen / Briley, Donnel A / Wynhausen, Jesse | 2017
A Research Agenda on Political Ideology in Consumer Research: A Commentary on Jung etal.’s “Blue and Red Voices”
Crockett, David / Pendarvis, Nicholas | 2017
The Politics of Buying, Boycotting, Complaining, and Disputing: An Extension of the Research Program by Jung, Garbarino, Briley, and Wynhausen
Jost, John T / Langer, Melanie / Singh, Vishal | 2017
Political Ideology and Consumer Research beyond Complaining Behavior: A Response to the Commentaries
Jung, Kiju / Garbarino, Ellen / Briley, Donnel A / Wynhausen, Jesse | 2017
Will the Consistent Organic Food Consumer Step Forward? An Empirical Analysis
Juhl, Hans Jørn / Fenger, Morten H. J / Thøgersen, John | 2017
Social-Recognition versus Financial Incentives? Exploring the Effects of Creativity-Contingent External Rewards on Creative Performance
Mehta, Ravi / Dahl, Darren W / Zhu, Rui (Juliet) | 2017
Paths to Respectability: Consumption and Stigma Management in the Contemporary Black Middle Class
Crockett, David | 2017
Liquid Consumption
Bardhi, Fleura / Eckhardt, Giana M | 2017
How and Why Conversational Value Leads to Happiness for Experiential and Material Purchases
Bastos, Wilson / Brucks, Merrie | 2017
Social Acceptance and Word of Mouth: How the Motive to Belong Leads to Divergent WOM with Strangers and Friends
Chen, Zoey | 2017
Remembering Satiation: The Role of Working Memory in Satiation
Nelson, Noelle M / Redden, Joseph P | 2017
It’s Too Pretty to Use! When and How Enhanced Product Aesthetics Discourage Usage and Lower Consumption Enjoyment
Wu, Freeman / Samper, Adriana / Morales, Andrea C / Fitzsimons, Gavan J | 2017
Reimann, Martin / Nuñez, Sandra / Castaño, Raquel | 2017
Meaningful mediation analysis: Plausible causal inference and informative communication
Pieters, Rik | 2017
Front Cover
| 2017
| 2017
Editorial Review Board
| 2017
Back Cover
| 2017
Table of Contents
| 2017