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17 - Word-of-Mouth and Consumer Psychology

from 2 - Consumer Psychology of Groups and Society

Published online by Cambridge University Press:  30 March 2023

By
Katherine C. Lafreniere  and
Sarah G. Moore
Edited by
Cait Lamberton ,
Derek D. Rucker  and
Stephen A. Spiller
Cait Lamberton
Affiliation:
Wharton School, University of Pennsylvania
Derek D. Rucker
Affiliation:
Kellogg School, Northwestern University, Illinois
Stephen A. Spiller
Affiliation:
Anderson School, University of California, Los Angeles
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Summary

This chapter provides a roadmap for the study of word-of-mouth (WOM) in marketing and consumer behavior. First, it presents a basic model of WOM and foreshadows the mixed method approach that is used frequently to study WOM. Second, it summarizes recent literature in WOM, focusing on the past five years and highlighting representative papers that use mixed methods. Third, it discusses key trends in the literature and identifies pathways for future research.

Keywords

word-of-mouthonline reviewssocial mediaonline sentimentonline social influence
Type
Chapter
Information
The Cambridge Handbook of Consumer Psychology , pp. 472 - 499
Publisher: Cambridge University Press
Print publication year: 2023

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