The Effect of Social Density on Word of Mouth

Consiglio, Irene; Angelis, Matteo De; Costabile, Michele

doi:10.1093/jcr/ucy009

Cited by 47 publications

(62 citation statements)

References 61 publications

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“…First, we add to emerging literature on numerical information (e.g., Aribarg, Burson, and Larrick 2017; Pandelaere, Briers, and Lembregts 2011; Thomas and Morwitz 2009) by documenting when and why consumers are more likely to prefer and rely on numerical information; this study is among the first to adopt a motivational perspective. Second, we extend recent consumer behavior literature on the effect of personal control losses (Chen, Lee, and Yap 2016; Consiglio, De Angelis, and Costabile 2018; Cutright 2012; Cutright, Bettman, and Fitzsimons 2013) by showing how the level of personal control affects reactions to a prevalent form of information (i.e., numerical). Third, our research contributes to more general literature on compensatory control theory (Kay, Gaucher, and Napier 2008; Landau, Kay, and Whitson 2015).…”

mentioning

confidence: 54%

Falling Back on Numbers: When Preference for Numerical Product Information Increases after a Personal Control Threat

Lembregts¹,

Pandelaere²

2018

Journal of Marketing Research

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Despite the ubiquity of numerical information in consumers' lives, prior research has provided limited insights to marketers about when numerical information exerts greater impact on decisions. This study offers evidence that judgments involving numerical information can be affected by consumers' sense of personal control over the environment. A numerical attribute's format communicates the extent to which the magnitude of a benefit is predictable (Study 1a), such that people who experience a control threat and want to see their external environment as predictable (Study 1b) rely on point value (vs. range) information as a general signal that the environment is predictable (Study 2). A personal control threat changes consumers' preferences as a function of whether the numerical information appears as a point value or a range (Studies 3-4). This heightened focus on format may lessen the impact of a product benefit's predicted magnitude, if a lower magnitude is specified in a more precise format (Study 5). Study 6 provides first evidence that the interactive effect of personal control levels and numerical formats can affect consequential choices.

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mentioning

confidence: 54%

Falling Back on Numbers: When Preference for Numerical Product Information Increases after a Personal Control Threat

Lembregts¹,

Pandelaere²

2018

Journal of Marketing Research

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“…Participants then read a message from the fitness trainers asking participants for their help to share the fitness center’s website on social networks. Following Consiglio, De Angelis, and Costabile’s (2018) measure of WOM behaviors, participants were led to believe that by clicking a share button, they would share the website on a social network of their choice. After choosing their favored social network(s), participants were informed that they would not actually share the website.…”

Section: Methodsmentioning

confidence: 99%

Highlighting Effort Versus Talent in Service Employee Performance: Customer Attributions and Responses

Leung¹,

Kim²,

Tse³

2020

Journal of Marketing

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Firms often attribute their service employees’ competent performance to either dedicated effort or natural talent. However, it is unclear how such practices affect customer evaluations of service employees and customer outcomes. Moreover, prior work has primarily examined attributions of one’s own performance, providing little insight on the impact of attributions of others’ performance. Drawing on research regarding the warmth–competence framework and performance attributions, the current research proposes and finds that consumers expect a more communal-oriented and less exchange-oriented relationship when a service employee’s competent performance is attributed to dedicated effort rather than natural talent, as effort (vs. talent) attribution leads consumers to perceive the employee as warmer. The authors further propose customer helping behaviors as downstream consequences of relationship expectations, finding that effort (vs. talent) attribution is more likely to induce customers’ word-of-mouth and idea provision behaviors. The findings enrich existing literature by identifying performance attributions as a managerially meaningful antecedent of relationship expectations and offer practical guidance on how marketers can influence consumers’ relationship expectations and helping behaviors.

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“…A space violation is a second potential threat to a consumer's self‐view and can arise when social density is high (i.e., a large number of people occupy a limited space) or when consumers believe a social presence has crossed into their territory. For instance, when social density is high consumers will feel crowded which can increase negative emotions (e.g., Byun & Mann, ; van Rompay, Krooshoop, Verhoeven, & Pruyn, ), heighten self‐awareness (Uhrich & Tombs, ), decrease perceived control (e.g., Consiglio, de Angelis, & Costabile, ; Langer & Saegert, ; Uhrich, ; Uhrich & Luck, ), create cognitive distraction (e.g., Hock & Bagchi, ), threaten uniqueness (e.g., Xu et al, ), or prompt a need for avoidance (e.g., Huang, Huang, & Wyer, ; Maeng, Tanner, & Soman, ; Puzakova & Kwak, ). Because none of these states are desirable, consumers will be motivated to respond to space violations.…”

Section: Three Types Of Social Influencementioning

confidence: 99%

A contemporary review of three types of social influence in consumer psychology

Argo

2019

Consumer Psychology Review

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This review synthesizes the social presence literature that has been conducted in consumer psychology over the past decade. It provides a framework for understanding the impact of other buyers and salespeople on a consumer's thoughts, feelings, and behaviors. The review is structured around three types of social influence: utilitarian, valueexpressive, and informational. Examples of how recent research has explored each type of influence are provided. In addition to integrating the work that has previously been conducted, this review also highlights future research directions for advancing the field's understanding of the role and impact of a social presence on consumers.

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The Effect of Social Density on Word of Mouth

Cited by 47 publications

References 61 publications

Falling Back on Numbers: When Preference for Numerical Product Information Increases after a Personal Control Threat

Falling Back on Numbers: When Preference for Numerical Product Information Increases after a Personal Control Threat

Highlighting Effort Versus Talent in Service Employee Performance: Customer Attributions and Responses

A contemporary review of three types of social influence in consumer psychology

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