Inducing word-of-mouth by eliciting surprise - a pilot investigation
(2003) Journal of Economic Psychology — Vol. 24 (2003)
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- Authors
- Abstract
- (en) This research – using the critical incident technique – brings to the fore the emotion of surprise and its influence on word-of-mouth (WOM). The results show –as expected- that the intensity of surprise is significantly correlated with the frequency of WOM and that this relationship is not completely mediated by subsequent positive or negative emotions. This relationship is explained in terms of social sharing of emotions.
- Affiliations
Louvain School of Management Marketing
Citations
Derbaix, C., & Vanhamme, J. (2003). Inducing word-of-mouth by eliciting surprise - a pilot investigation. Journal of Economic Psychology, 24. https://doi.org/10.1016/S0167-4870(02)00157-5 (Original work published 2003)