She Said, She Said: Differential Interpersonal Similarities Predict Unique Linguistic Mimicry in Online Word of Mouth

Sarah G. Moore and Brent McFerran

Journal of the Association for Consumer Research, 2017, vol. 2, issue 2, 229 - 245

Abstract: This research examines the antecedents, causes, and consequences of linguistic mimicry, which assesses how closely individuals match others’ word use. We examine mimicry of linguistic style (how things are said) and content (what is said) in online word of mouth (WOM). To our knowledge, this research provides the first demonstration of unique linguistic mimicry, where consumers engaging in online WOM differentially mimic other posters’ word use. Two experiments and one study using field data show that when consumers are personally similar to an individual who has previously posted (e.g., same gender), they mimic this individual’s positive emotion and social word use. When consumers are similar in status to an individual who has previously posted (e.g., same forum ranking), they mimic this individual’s cognitive and descriptive word use. This differential mimicry is driven by affiliation versus achievement goals, respectively, and affects consumers’ engagement in online WOM in terms of posting incidence and volume.

Date: 2017
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