Ryu, Gangseog; PhD
UNIVERSITY OF PITTSBURGH, 1998
BUSINESS ADMINISTRATION, MARKETING (0338); PSYCHOLOGY, SOCIAL (0451); SPEECH
COMMUNICATION (0459)
Although there has been a long tradition of research on antecedents and consequences
of WOM in the
marketing literature, surprisingly few systematic attempts have been made to
explore the process of
word-of-mouth communication (hereafter WOM), especially what and how information
is transmitted to
other consumers. This thesis proposes various ways to examine patterns of information
transmission and
change. First, information is classified according to (1) level of
abstractness (<italic>factual details -
elaborations abstractions - global evaluations</italic>) and (2) consistency
with the theme of WOM
(<italic> consistent and inconsistent</italic>). Second, types of changes
are analyzed based upon
(1) how the informational content of information changes (<italic>
complete omission - partial
omission - error - reproduction</italic>) and (2) how the persuasive
strength of information
changes (<italic>stronger - same - weaker</italic>). The thesis investigates
three primary factors that
affect consumer information transmission behavior. These variables are (1) valence
of WOM
(positive WOM vs. negative WOM), (2) type of social relationship between
the consumer and the
listener (strong ties vs. weak ties), and (3) presentation format of
the information (an overall rating
is included vs. excluded). Hypotheses are developed based upon previous research
on rumor,
dissatisfaction, negativity bias, the NUM effect, confirmation biases, and social
networks. The results
show that different types of information are transmitted and that information
undergoes systematic
changes in WOM as a function of the experimental factors. Moreover, these patterns
of information
transmission are shown to have differential effect on recipients’
evaluations of the product.
Several key findings emerge. First, more factual details and less global evaluations
are transmitted in
negative than positive WOM, and to strong than weak ties. Second, the study
emphasizes the
asymmetric impact of negative information on various dimensions of information
transmission. For
instance, negative-inconsistent information is less likely to be completely
omitted, less prone to error,
and more likely to be reproduced than positive-inconsistent information. Third,
the effect of valence of
information is moderated by overall rating. In a number of instances, the confirmation
biases induced by
the overall rating reduce or reverse the differential impact of negative information.
Fourth, consistent with
the previous findings of social network research, subjects with strong and weak
ties behave differently in
WOM. Moreover, it is shown that communicators modify the content of WOM by considering
the tie
strength that they share with the recipient. For example, more inconsistent
information is transmitted
when the recipient is a strong tie than a weak tie. In addition, the different
behavior across tie strength is
moderated by the valence of WOM, indicating that, for instance, the difference
between positive and
negative WOM is greater for strong ties than weak ties. Fifth, the patterns
of information transmission and
changes lead to the finding that the difference between the communicator attitudes
and the recipient
attitudes is larger in positive than negative WOM, although the recipient attitudes
become less extreme
in general than those of communicators. (Abstract shortened by UMI.)
Social
Systems Simulation Group
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