Word-of-Mouth and the Forecasting of Consumption Enjoyment

Journal of Consumer Psychology, Vol. 23, No. 4, 2013

19 Pages Posted: 29 Apr 2013 Last revised: 14 Jan 2019

See all articles by Stephen He

Stephen He

West Virginia University

Samuel Bond

Georgia Institute of Technology; Georgia Institute of Technology - Scheller College of Business

Date Written: April 28, 2013

Abstract

The digital era has permitted rapid transfer of peer knowledge regarding products and services. In the present research, we explore the value of specific types of word-of-mouth information (numeric ratings and text commentary) for improving forecasts of consumption enjoyment. We present an anchoring-and-adjustment model in which the relative forecasting error associated with ratings and commentary depends on the extent to which consumer and reviewer have similar product-level preferences. To test our model, we present four experiments using a range of hedonic stimuli. Implications for the provision of consumer WOM are discussed.

Keywords: word-of-mouth, affective forecasting, similarity, preference heterogeneity

Suggested Citation

He, Stephen and Bond, Samuel, Word-of-Mouth and the Forecasting of Consumption Enjoyment (April 28, 2013). Journal of Consumer Psychology, Vol. 23, No. 4, 2013, Available at SSRN: https://ssrn.com/abstract=2257646

Stephen He

West Virginia University

1601 University Ave
Morgantown, WV 26506
United States

Samuel Bond (Contact Author)

Georgia Institute of Technology ( email )

Atlanta, GA 30332
United States

Georgia Institute of Technology - Scheller College of Business ( email )

800 West Peachtree St.
Atlanta, GA 30308
United States

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