Compensatory knowledge signaling in consumer word‐of‐mouth

Abstract

This paper extends prior research on consumer knowledge beliefs and word-of-mouth transmission. Findings from four studies suggest that people compensate for unfavorable discrepancies between their actual and ideal consumer knowledge with heightened efforts to signal knowledgeability through the content and volume of their word-of-mouth transmissions. This compensatory knowledge signaling effect is moderated by the self-concept relevance (psychological closeness) of the word-of-mouth target and lay beliefs in the self-enhancement benefits of transmitting product knowledge. Content analysis of participants' product communications further supports our knowledge signaling account. The relationship between actual:ideal knowledge discrepancies and heightened word-of-mouth intentions is mediated by the specific negative emotion associated with actual:ideal self-discrepancies. Overall, the findings suggest that the relationship between consumer knowledge and word-of-mouth transmission depends not only on what you think you know, but also on what you wish you knew.

She Said, She Said: Differential Interpersonal Similarities Predict Unique Linguistic Mimicry in Online Word of Mouth

“…First, humans have an innate need to affiliate with others (Baumeister and Leary 1995), and engaging with an online community can provide consumers with positive interactions, a sense of belonging, the fostering of relationships, and the feeling of being liked (Hamilton, Schlosser and Chen in press;Hennig-Thurau et al 2004;Relling et al 2016;Chen and Kirmani 2015). Second, online communities can allow consumers to feel a sense of achievement by providing the opportunity to share information, gain product knowledge, answer questions, give advice, display expertise, and foster feelings of accomplishment or status (Packard and Wooten 2013;Relling et al 2016;Chen and Kirmani 2015).…”

“…Indeed, explaining language in online reviews can increase perceived review helpfulness and product choice (Moore 2015). Likewise, descriptive words (e.g., round, shiny, green) help consumers provide details about products and furnish information about when, where, and how to use them, and should also be associated with achieving and demonstrating status in online WOM (Packard and Wooten 2013;Pendry and Salvatore 2015).…”

What drives consumer knowledge sharing in online travel communities?: Personal attributes or e-service factors?

“…Consumer subjective knowledge refers to self-beliefs regarding one's knowledge in the domain of consumption (Carlson, Vincent, Hardesty, & Bearden, 2009;Packard & Wooten, 2013;Park, Mothersbaugh, & Feick, 1994). It is a psychological selfconcept (Leary et al, 1994;Packard & Wooten, 2013) that contributes to global evaluations of the self (Tafarodi & Milne, 2002).…”

“…It is a psychological selfconcept (Leary et al, 1994;Packard & Wooten, 2013) that contributes to global evaluations of the self (Tafarodi & Milne, 2002). Subjective knowledge thus can be seen as an integral part of an individual's personal character and identity (Wasko & Faraj, 2005).…”

“…Based on recent theoretical developments in consumer psychology literature (e.g. Packard & Wooten, 2013) and the Technology Acceptance Model (TAM, Davis, 1989), a research model is developed and tested using a sample of airline travelers recruited through an online travel community in China.…”