WHY do people say what they say? Why do people rant about their contractor? Why do they take the time to write a restaurant review? Focusing on consumers’ word-of-mouth, Dr. Andrea shares her research and insights to help us understand the 4 main reasons why people talk. (Here’s a hint: It’s not just all about being helpful!) You’ll learn a few tips to help you diagnose why people are talking – and how to elicit unbiased recommendations from your friends!
SHOWNOTES
Contents
* 3 Key Learnings
* References & Links
* Andrea’s Research & Commentary
* Conclusion
3 Key Learnings
* Defining Word-of-Mouth
Word-of-Mouth is defined as conversations amongst consumers that:
* focuses on products, services, or the marketplace;
* takes place across any medium, online or IRL;
* is not paid-for or compensated in any way; and
* can be a random comment, an answer to a question, or a formal review.
* The four main motivations for WOM – Why we talk:
* We talk to be helpful;
* We talk to be social;
* We talk to establish balance; and
* We talk to serve their own self interest
* One tip to avoid a biased answer when asking your friends for purchase advice
* Consumers tend to validate their own purchase decisions, even when they are trying to be helpful.
* Instead of asking:
* “what school should I go to?”
* “what car should I buy?”
* “what neighbourhood should I live in?”
* Try asking:
* “If your school didn’t exist, what school would you go to?”
* “If your car didn’t exist, what car would you drive?
* “If your neighbourhood didn’t exist, what neighbourhood would you live in?”
References & Links
Dr. Andrea Wojnicki
* Bio – https://www.linkedin.com/in/andreawojnicki/
* Dissertation Research – https://link.springer.com/article/10.1007/s40547-017-0077-8
* WOM & Social Capital paper with Professor Mengze Shi – http://www.journalofadvertisingresearch.com/content/54/1/81
Co-authors and collaborators
* Professor Gerald Zaltman – https://www.hbs.edu/faculty/Pages/profile.aspx?facId=6579& and http://olsonzaltman.com/
* Professor David B. Godes – https://www.rhsmith.umd.edu/directory/david-godes
* Professor Mengze Shi – http://www.rotman.utoronto.ca/FacultyAndResearch/Faculty/FacultyBios/Shi
Online Review Websites
* HOMESTARS – https://homestars.com/
* YELP – https://www.yelp.ca/
* TRIPADVISOR – https://www.tripadvisor.ca/
Consumer Psychology and Word of Mouth (Academic & Non-Academic Research)
* WOM:
* https://www.getambassador.com/blog/word-of-mouth-marketing-statistics
* http://www.nielsen.com/us/en/insights/news/2013/under-the-influence-consumer-trust-in-advertisi...