Word of Mouth, Variations, Results (01-05-22)

Berger, Rocklage, and Packard studied the implications of communicating in different ways; their findings are broadly useful, for example, to people doing programming research.  The researchers report that “Consumers often communicate their attitudes and opinions with others, and such word of mouth has an important impact on what others think, buy, and do. . . . Six studies, conducted in the laboratory and field, demonstrate that compared to speaking, writing leads consumers to express less emotional attitudes.  The effect is driven by deliberation.  Writing offers more time to deliberate about what to say, which reduces emotionality.  The studies also demonstrate a downstream consequence of this effect:  by shaping the attitudes expressed, the modality consumers communicate through can influence the impact of their communication.”

Jonah Berger, Matthew Rocklage, and Grant Packard.  “Expression Modalities:  How Speaking Versus Writing Shape Word of Mouth.”  Journal of Consumer Research, in press, https://doi.org/10.1093/jcr/ucab076