[Lecture] Word of Mouth vs. Word of Mouse: How Speaking vs. Writing about a Brand Affects the Communicator
 
time: 2017-04-13

Title: Word of Mouth vs. Word of Mouse: How Speaking vs. Writing about a Brand Affects the Communicator

Speaker: Dr. Hao Shen, Chinese University of Hong Kong

Time: 2:30 pm, April 14, 2017

Venue: Room 106, Building No. 12, Wushan Campus


Abstract:

This research merge insights from the communications literature with that on the self-brand connection to examine a novel question: how does speaking vs. writing about a liked brand influence the communicator’s own later reactions to that brand? Our conceptualization argues that consumers are more likely to activate the self-representation when discussing the brand orally than in writing, thereby increasing their self-brand connection (SBC). In turn, heightened SBC yields beneficial consequences for the brand, such as an increased willingness to wait for it, and lowered susceptibility to brand criticism. A series of four studies provides support for these predictions. We also assess several other implications arising from our conceptualization, including the identification of the theoretically-derived boundary conditions for the speech-writing difference. Collectively, our results inform both the basic literature on communications, and the body of work on consumer word-of-mouth.


Introduction to the Speaker:

Dr. Hao Shen is an associate professor of Marketing at Chinese University of Hong Kong. He received his bachelor degree in Journalism from China University for Political Science, master degree in Communication from Fudan University, and Ph.D. degree in Marketing from Hong Kong University of Science and Technology. Dr. Shen’s primary research interests are Affect and Consumer Information Processing, Affect Regulation, Goals, Processing Fluency, Embodies Cognition, Sensory Marketing and so on. He has published 15 papers in leading international journals such as Journal of Marketing Research, Journal of Consumer Research, Journal of Personality and Social Psychology, Journal of Consumer Psychology, Journal of Experimental Social Psychology and others.