Firms and research have recognized the importance of investigating what makes WOM persuasive (e.g., Homburg, Ehm, and Artz 2015; Rosario et al. 2016). In particular, several studies have suggested
Marketers are naturally interested in biasing purchase decision in their favor. This can either be achieved bottom-up, biasing the choice between different alternatives, or top-down, influencing the
Narrative transportation is the sensation of being physically relocated (“transported”) into a story (Green and Brock 2000). Narrative transportation is posited to robustly and positively affect
Consider two individuals contemplating the purchase of a new laptop computer. Both are interested in the same specific brand and model. While one individual comes across a product review stating that
Moments that elicit feelings of a “fresh start” have been shown to spur goal initiation. However, successful goal pursuit requires not only goal initiation but also persistent effort investment