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  • 17 - Word-of-Mouth and Consumer Psychology

  • from 2 - Consumer Psychology of Groups and Society
  • Edited by Cait Lamberton, Wharton School, University of Pennsylvania, Derek D. Rucker, Kellogg School, Northwestern University, Illinois, Stephen A. Spiller, Anderson School, University of California, Los Angeles
  • Book:
    The Cambridge Handbook of Consumer Psychology
    Published online:
    30 March 2023
    Print publication:
    06 April 2023, pp 472-499

  • 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.