What Drives Immediate and Ongoing Word of Mouth?

  title={What Drives Immediate and Ongoing Word of Mouth?},
  author={Jonah A. Berger and Eric M. Schwartz},
  journal={Journal of Marketing Research},
  pages={869 - 880}
Word of mouth (WOM) affects diffusion and sales, but why are certain products talked about more than others, both right after consumers first experience them and in the months that follow? This article examines psychological drivers of immediate and ongoing WOM. The authors analyze a unique data set of everyday conversations for more than 300 products and conduct both a large field experiment across various cities and a controlled laboratory experiment with real conversations. The results… Expand
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