How Word of Mouth Influences the Storyteller: Does the Effect Replicate in China?

Jiang, H. & van Laer, T. (2016). How Word of Mouth Influences the Storyteller: Does the Effect Replicate in China?. NA - Advances in Consumer Research, 44, pp. 315-318.

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Abstract

Moore (2012, JCR) focuses on how specific linguistic content in word of mouth (WOM) influences North American storytellers. This research attempts to replicate her research with Chinese storytellers’ hedonic experiences. Influenced by Confucianism, Chinese storytellers’ evaluations are generally lowered by explaining language, yet less negative than North American storytellers’ evaluations.

Item Type: Article
Additional Information: © 2016 Association for Consumer Research. Permission to add this article to City Research Online has been granted by the publisher.
Subjects: H Social Sciences > HF Commerce
P Language and Literature
Divisions: Cass Business School > Faculty of Management
URI: http://openaccess.city.ac.uk/id/eprint/16497

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