What Drives Immediate and Ongoing Word of Mouth?
What Drives Immediate and Ongoing Word of Mouth?
复制标题
DOI：
10.1509/jmkr.48.5.869
复制
发表时间：
2011-10-01
影响因子：
6.1
通讯作者：
Schwartz, Eric M.
中科院分区：
文献类型：
--
作者：
Berger, Jonah;Schwartz, Eric M.
口碑(WOM)影响着传播和销售，但为什么某些产品在消费者第一次体验之后和接下来的几个月里谈论得比其他产品更多？这篇文章考察了直接和持续口碑的心理驱动因素。作者分析了300多种产品的独特日常对话数据集，并在不同城市进行了大型现场实验，以及使用真实对话进行的对照实验室实验。结果表明，更有趣的产品获得了更直接的口碑，但与直觉相反，在数月或整体上不会收到更多持续口碑。相比之下，更受环境影响或更容易公开的产品，无论是立即还是随着时间的推移都会收到更多的口碑。其他分析表明，口碑营销活动中的哪些促销赠品与口碑增加有关。总体而言，这些发现揭示了口碑的心理驱动因素，并为设计更有效的口碑活动提供了洞察力。
Word of mouth (WOM) affects diffusion and sales, but why are certain products talked about more than others, both right after consumers first experience them and in the months that follow? This article examines psychological drivers of immediate and ongoing WOM. The authors analyze a unique data set of everyday conversations for more than 300 products and conduct both a large field experiment across various cities and a controlled laboratory experiment with real conversations. The results indicate that more interesting products get more immediate WOM but, contrary to intuition, do not receive more ongoing WOM over multiple months or overall. In contrast, products that are cued more by the environment or are more publicly visible receive more WOM both right away and over time. Additional analyses demonstrate which promotional giveaways in WOM marketing campaigns are associated with increased WOM. Overall, the findings shed light on psychological drivers of WOM and provide insight into designing more effective WOM campaigns.