#3 WHY WE TALK – Dr. Andrea Wojnicki discusses her research – podcast

WHY do people say what they say? Why do people rant about their contractor? Why do they take the time to write a restaurant review? Focusing on consumers’ word-of-mouth, Dr. Andrea shares her research and insights to help us understand the 4 main reasons why people talk. (Here’s a hint: It’s not just all about being helpful!) You’ll learn a few tips to help you diagnose why people are talking – and how to elicit unbiased recommendations from your friends! *   References & Links Dr. Andrea Wojnicki * Bio – https://www.linkedin.com/in/andreawojnicki/ * Dissertation Research – https://link.springer.com/article/10.1007/s40547-017-0077-8 * WOM & Social Capital paper with Professor Mengze Shi – http://www.journalofadvertisingresearch.com/content/54/1/81 Co-authors and collaborators * Professor Gerald Zaltman – https://www.hbs.edu/faculty/Pages/profile.aspx?facId=6579& and http://olsonzaltman.com/ * Professor David B. Godes – https://www.rhsmith.umd.edu/directory/david-godes * Professor Mengze Shi – http://www.rotman.utoronto.ca/FacultyAndResearch/Faculty/FacultyBios/Shi Online Review Websites * HOMESTARS – https://homestars.com/ * YELP – https://www.yelp.ca/ * TRIPADVISOR – https://www.tripadvisor.ca/ Consumer Psychology and Word of Mouth (Academic & Non-Academic Research) * WOM: * https://www.getambassador.com/blog/word-of-mouth-marketing-statistics * http://www.nielsen.com/us/en/insights/news/2013/under-the-influence-consumer-trust-in-advertising.html * https://www.forbes.com/sites/kimberlywhitler/2014/07/17/why-word-of-mouth-marketing-is-the-most-important-social-media/#7645805754a8 * Altruism & WOM – Price, Feick & Guskey 1995: https://www.researchgate.net/publication/265674558_Everyday_Market_Helping_Behavior * Social Capital & WOM – http://www.journalofadvertisingresearch.com/content/54/1/81 * Consumer Vigilantes – Richins 1983: https://www.researchgate.net/publication/235356549_Negative_word_of_mouth_by_dissatisfied_customers_A_pilot_study_Journal_of_Marketing * Satisfaction & WOM – Anderson 1998: https://journals.sagepub.com/doi/abs/10.1177/109467059800100102