Motivational orientation for word-of-mouth and its relationship with WOM messages

Namin Kim and Francis Ulgado

Journal of Global Scholars of Marketing Science, 2014, vol. 24, issue 2, 223-240

Abstract: In this study, we investigate how consumers' motivation to spread messages via word-of-mouth (WOM) influences the content of the WOM messages. We classify consumers' motivation into two categories: hedonic and utilitarian motivation. Then we analyze how each motivation affects the valence of the message (e.g., positive vs. negative) and the attributes that the consumers mention (e.g., hedonic vs. utilitarian). Using a scenario-based experiment, we found that the content of the messages was strongly related to the motivation of the consumers. Consumers who are hedonically motivated tend to mention hedonic attributes more, and consumers who are utilitarian-motivated are likely to mention utilitarian attributes more. The valence of the message, however, is not affected by consumers' motivation.

Date: 2014
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DOI: 10.1080/21639159.2014.881115

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