Inducing word-of-mouth by eliciting surprise – a pilot investigation

Derbaix, Christian; Vanhamme, Joëlle

doi:10.1016/s0167-4870(02)00157-5

Cited by 252 publications

(184 citation statements)

References 49 publications

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“…There is relative consensus in the literature that WOM is to a large extent driven by emotions one just has experienced during consumption (Derbaix, 2003;Söderlund & Rosengren, 2007). …”

Section: The Influence Of Affect On Negative O-wommentioning

confidence: 99%

“…Given the social character of WOM, it seems plausible to expect that experienced affect leads to WOM (Derbaix, 2003;Ladhari, 2007). As consumers usually experience both negative affect and positive affect in the same consumption situation (Westbrook, 1987), both being two distinctive affective facets of consumption in offline (Laros & Steenkamp, 2005) and in online settings (Verhagen & Van Dolen, 2011), the influence of affect on negative O-WOM may concern both types of affect.…”

Section: The Influence Of Affect On Negative O-wommentioning

confidence: 99%

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Negative online word-of-mouth: Behavioral indicator or emotional release?

Verhagen

Nauta

Feldberg

2013

Computers in Human Behavior

174

125

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The influence of negative online word-of-mouth on the behavior of those receiving it has been addressed extensively in the academic literature. Remarkably, the question whether negative online word-of-mouth should also be seen as a behavioral indicator of its sender remains unaddressed. Answering this question is relevant as it provides companies with insight into the need to engage in interaction with those who negatively express themselves online or whether these expressions should be seen as temporary emotional releases without any future conduct. To fill the existing research gap, this research paper proposes and empirically tests a sender-oriented model, investigating the influence of emotions, negative online word-of-mouth on repatronage and switching behavior. As disclosing negative feedback online may also reflect the sender's motivation to inform the consumer community or to provide constructive feedback to the company responsible for the dissatisfying consumption, community usefulness and company usefulness are included as behavioral moderators. The results of an empirical survey conducted amongst real senders of negative information confirm that negative online word-of-mouth is directly driven by positive and negative emotions and is strongly predictive for the sender's future conduct. The motivation to help other consumers was demonstrated to function as behavioral moderator. The paper concludes with theoretical and managerial implications, and suggests avenues for further research.

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“…There is relative consensus in the literature that WOM is to a large extent driven by emotions one just has experienced during consumption (Derbaix, 2003;Söderlund & Rosengren, 2007). …”

Section: The Influence Of Affect On Negative O-wommentioning

confidence: 99%

Section: The Influence Of Affect On Negative O-wommentioning

confidence: 99%

Negative online word-of-mouth: Behavioral indicator or emotional release?

Verhagen

Nauta

Feldberg

2013

Computers in Human Behavior

174

125

View full text Add to dashboard Cite

show abstract

“…A surprised person will stop his activity and give attention to the surprising [23]. Guerrilla marketing takes advantage of this notion to cut through the advertising clutter and grasp the consumer attention to the extent that surprise itself then becomes the root of guerrilla marketing philosophy [24].…”

Section: A Independent Variablesmentioning

confidence: 99%

The Effects of Guerilla Marketing on Gen Y’s Purchase Intention — A Study in Ho Chi Minh City, Vietnam

Tam¹,

Khương²

2015

IJTEF

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Abstract-The research purpose was to explore guerrilla marketing effects on consumer behavior. Based on previous literature of guerrilla marketing and proposed model frameworks of advertising, the research evaluated consumer perception through their exposure to 20 guerrilla advertisements. Factor Analysis and Multiple Regression were employed to examine such effects. The results showed that creativity, emotion arousal and message clarity had significant effects on purchase intention whereas humor and surprise did not. Academicians may have some insights into the applicability of guerrilla marketing in Vietnam and managers, especially those working in advertising industry, may make use of the results to develop effective marketing strategy to attract and persuade their customers to buy their products.

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“…That is the reason why people actively spread WOM when they feel surprised or angry. In fact, it could be argued that WOM dispersion is a kind of social sharing of emotions (Derbaix & Vanhamme, 2003). According to Derbaix and Vanhamme, people will actively share about 90% of their emotional experiences.…”

Section: Sender-initiated Wommentioning

confidence: 99%

An Exploratory Study on the Adaptive Word-of-Mouth Communication in Seeker-initiated Context

Fang¹

2013

BMS

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The purpose of this research was to examine the strategies adopted by the word of mouth (WOM) dyad in seeker-initiated context. To examine this process, in-depth interviews were conducted with 14 dyads. The result indicated that the WOM sender has two special motivations, risk aversion and egotism, found only in seeker-initiated WOM context. Since spreading WOM is sometimes a risk taking behavior, the sender uses different strategies in response to the seeker's request. A preliminary model of this adaptive WOM communication was presented. The results can help us clarify the interaction between WOM dyad; moreover, it provides another perspective to look at this complicated and multifaceted behavior.

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Inducing word-of-mouth by eliciting surprise – a pilot investigation

Cited by 252 publications

References 49 publications

Negative online word-of-mouth: Behavioral indicator or emotional release?

Negative online word-of-mouth: Behavioral indicator or emotional release?

The Effects of Guerilla Marketing on Gen Y’s Purchase Intention — A Study in Ho Chi Minh City, Vietnam

An Exploratory Study on the Adaptive Word-of-Mouth Communication in Seeker-initiated Context

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