WHY do people say what they say? Why do people rant about their contractor? Why do they take the time to write a restaurant review? Focusing on consumers’ word-of-mouth, Dr. Andrea shares her research and insights to help us understand the 4 main reasons why people talk. (Here’s a hint: It’s not just all about being helpful!) You’ll learn a few tips to help you diagnose why people are talking – and how to elicit unbiased recommendations from your friends!
References & Links
Dr. Andrea Wojnicki
- Bio – https://www.linkedin.com/in/andreawojnicki/
- Dissertation Research – https://link.springer.com/article/10.1007/s40547-017-0077-8
- WOM & Social Capital paper with Professor Mengze Shi – http://www.journalofadvertisingresearch.com/content/54/1/81
Co-authors and collaborators
- Professor Gerald Zaltman – https://www.hbs.edu/faculty/Pages/profile.aspx?facId=6579& and http://olsonzaltman.com/
- Professor David B. Godes – https://www.rhsmith.umd.edu/directory/david-godes
- Professor Mengze Shi – http://www.rotman.utoronto.ca/FacultyAndResearch/Faculty/FacultyBios/Shi
Online Review Websites
- HOMESTARS – https://homestars.com/
- YELP – https://www.yelp.ca/
- TRIPADVISOR – https://www.tripadvisor.ca/
Consumer Psychology and Word of Mouth (Academic & Non-Academic Research)
- Altruism & WOM – Price, Feick & Guskey 1995: https://www.researchgate.net/publication/265674558_Everyday_Market_Helping_Behavior
- Social Capital & WOM – http://www.journalofadvertisingresearch.com/content/54/1/81
- Consumer Vigilantes – Richins 1983: https://www.researchgate.net/publication/235356549_Negative_word_of_mouth_by_dissatisfied_customers_A_pilot_study_Journal_of_Marketing
- Satisfaction & WOM – Anderson 1998: https://journals.sagepub.com/doi/abs/10.1177/109467059800100102
- Persuasion Knowledge – https://www.jstor.org/stable/2489738?seq=1#page_scan_tab_contents
- Cognitive Dissonance –Theory of Cognitive Dissonance (1957), Leon Festinger: https://en.wikipedia.org/wiki/Leon_Festinger
- Motivations for WOM – Frenzen & Nakamoto 1993: https://academic.oup.com/jcr/article-abstract/20/3/360/1838967?redirectedFrom=fulltext
- Rational Self Interest & Milton Friedman – https://hbr.org/2013/09/when-its-in-your-interest-not-to-be-self-interested
- “Contagious” – Jonah Berger 2014: https://amzn.to/2sHd5TS **
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