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The “Buzz” Behind the Buzz Matters: Energetic and Tense Arousal as Separate Motivations for Word of Mouth
Author(s) -
Teeny Jacob,
Deng Xiaoyan,
Unnava H. Rao
Publication year - 2020
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1002/jcpy.1151
Subject(s) - marketing buzz , arousal , psychology , valence (chemistry) , low arousal theory , word of mouth , social psychology , salient , cognitive psychology , advertising , computer science , physics , quantum mechanics , artificial intelligence , business
This research provides a novel theoretical framework to explain the missing mechanism behind one of the strongest predictors for engaging in word of mouth (WOM): the consumer's psychological arousal (i.e., greater arousal leads to greater WOM; e.g., Berger, 2011). Across six studies ( N = 1,309), we provide evidence for a motivational theory of the arousal–WOM relationship, highlighting the importance of the WOM's valence (positive vs. negative) as well as the consumer's salient type of arousal (energetic vs. tense; Thayer, 1989). In doing so, we demonstrate that consumers use WOM as an arousal management strategy : They are motivated to engage in positive WOM to maintain or increase their energetic arousal and to engage in negative WOM to reduce or eliminate their tense arousal. These findings also demonstrate the importance of the WOM recipient's response for the WOM source to achieve his/her desired arousal state. Thus, this work both expands our understanding of the arousal–WOM relationship and provides a framework for interpreting past work and conducting future investigations into when and how consumers will engage in WOM.