Making word-of-mouth impactful: Why consumers react more to WOM about experiential than material purchases

Wilson Bastos and Sarah G. Moore

Journal of Business Research, 2021, vol. 130, issue C, 110-123

Abstract: This paper documents evidence from five studies showing that WOM about experiential versus material purchases is superior in evoking reactions from WOM receivers that are valuable for firms (e.g., purchase intention). We find that this difference emerges from receivers’ perception that WOM about an experience (vs. material object) is more substantive (i.e., involving, meaningful). Further, we test two potential antecedents of substantive WOM: receivers’ and senders’ identification with the purchase. Mediation- and moderation-based evidence indicates that receiver-, but not sender-, identification drives substantiveness. Theoretical and practical implications are discussed.

Keywords: Experiential purchase; Material purchase; Word-of-mouth; Substantiveness; Consumer reaction (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:130:y:2021:i:c:p:110-123

DOI: 10.1016/j.jbusres.2021.03.022

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