Marketing Messaging

How Audience Factors Influence Word-of-Mouth

How does the audience shape word of mouth? What audience characteristics influence what and how people communicate? Most research on word-of-mouth has focused on its consequences, or how it Read More »

Date: 2013
Author: Alixandra Barasch
Contributor: eb™ Research Team

Marketing Messaging

Wii Will Rock You! The Role Of Figurative Language In Word Of Mouth

Research in advertising has studied the persuasive effect of figurative language. Figurative language is the use of words and expressions to convey an additional connotation beyond that of their Read More »

Date: 2013
Author: Ann Kronrod, Shai Danziger
Contributor: eb™ Research Team

Marketing Messaging

A Negation Bias In Word Of Mouth: How Negations Reveal And Maintain Expectancies About Brands And

Consumers like to talk about their product experiences with others. This word of mouth (WOM) can have a strong impact on product evaluations and sales (e.g., Chevalier & Mayzlin 2006), both Read More »

Date: 2013
Author: Peeter W.J. Verlegh, Camiel Beukeboom, Christian Burger
Contributor: eb™ Research Team

Marketing Messaging

Word-of-Mouth And Interpersonal Communication: An Organizing Framework And Directions For Future

There is currently huge popular interest in word-of-mouth and social media more broadly (e.g., Facebook and Twitter). But while quantitative research has demonstrated the causal impact of Read More »

Date: 2013
Author: Jonah Berger
Contributor: eb™ Research Team

Marketing Messaging

Broadcasting And Narrowcasting: How Audience Size Impacts What People Share

Does the mere number of people with whom consumers communicate impact what they talk about and share? Some conversations involve communicating with just one person (narrowcasting), whereas others Read More »

Date: 2013
Author: Alixandra Barasch, Jonah Berger
Contributor: eb™ Research Team