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003			ZW-GwMSU
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008			250305b |||||||| |||| 00| 0 eng d
022			_a00935301
040			_aMSU _bEnglish _cMSU _erda
050	0	0	_aHF5415.3 JOU
100	1		_aBerger, Jonah _eauthor
245	1	0	_aCommunication channels and word of mouth : _bhow the medium shapes the message / _ccreated by Jonah Berger and Raghuram Iyengar
264	1		_aOxford : _bOxford University Press, _c2013.
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
440			_aJournal of consumer research _vVolume 40, number 3,
520	3		_aConsumers share word of mouth face to face, over social media, and through a host of other communication channels. But do these channels affect what people talk about and, if so, how? Laboratory experiments, as well as analysis of almost 20,000 everyday conversations, demonstrate that communicating via oral versus written communication affects the products and brands consumers discuss. Compared to oral communication, written communication leads people to mention more interesting products and brands. Further, this effect is driven by communication asynchrony and self-enhancement concerns. Written communication gives people more time to construct and refine what to say, and self-enhancement motives lead people to use this opportunity to mention more interesting things. These findings shed light on how communication channels shape interpersonal communication and the psychological drivers of word of mouth more broadly.
650			_aViral marketing _vConsumer behaviour _xCommunication
700	1		_aIyengar, Raghuram _eco author
856			_uhttps://doi.org/10.1086/671345
942			_2lcc _cJA
999			_c169123 _d169123