An Examination of Consumers' Selective Word-of-Mouth Communication Process and its Consequences

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dc.contributor.authorHu, Yuen
dc.contributor.committeechairNakamoto, Kenten
dc.contributor.committeememberBrinberg, David L.en
dc.contributor.committeememberKlein, Noreen M.en
dc.contributor.committeememberMorgan, John P.en
dc.contributor.committeememberWeaver, Kimberlee D.en
dc.contributor.departmentMarketingen
dc.date.accessioned2014-03-14T20:11:57Zen
dc.date.adate2008-06-04en
dc.date.available2014-03-14T20:11:57Zen
dc.date.issued2008-04-30en
dc.date.rdate2008-06-04en
dc.date.sdate2008-05-12en
dc.description.abstractThis research proposes that consumers often selectively communicate their product knowledge with one another in order to achieve different interpersonal goals or to meet situational demands; as a consequence of this selective message construction process, the communicators' recollections of the product knowledge tend to be realigned with the contents of the communicated messages. To provide empirical support for this proposition, I employed a two-step, memory-based experiment procedure and used interpersonal relationship strength as the key investigating variable to examine communicators' selective message construction behavior and its evaluative consequences. Results showed that participants communicated more negative product information to a strong relation audience and more positive information to a weak relation audience; they were also more likely to negatively interpret ambiguous information to a strong relation audience. After the communication, participants in the strong relation condition showed significantly decreased product evaluations.en
dc.description.degreePh. D.en
dc.identifier.otheretd-05122008-113500en
dc.identifier.sourceurlhttp://scholar.lib.vt.edu/theses/available/etd-05122008-113500/en
dc.identifier.urihttp://hdl.handle.net/10919/27680en
dc.publisherVirginia Techen
dc.relation.haspartetd.pdfen
dc.rightsIn Copyrighten
dc.rights.urihttp://rightsstatements.org/vocab/InC/1.0/en
dc.subjectWOM Communicationsen
dc.subjectRelationship Strengthen
dc.titleAn Examination of Consumers' Selective Word-of-Mouth Communication Process and its Consequencesen
dc.typeDissertationen
thesis.degree.disciplineMarketingen
thesis.degree.grantorVirginia Polytechnic Institute and State Universityen
thesis.degree.leveldoctoralen
thesis.degree.namePh. D.en

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