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Consumers telling consumption stories: Word-of-mouth and retrospective evaluations

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  • Cowley, Elizabeth

Abstract

During conversations, people generally comply with norms such as keeping the story interesting for the listener. If word-of-mouth about a previous consumption experience is communicated in a conversational format, then adherence to conversational norms could result in changes to the retrospective evaluation of the event. The research presented here investigates whether an alteration occurs, the possible consequences of an alteration to the retrospective evaluation, and the mechanisms behind a change. A peak-trough moment approach to constructing retrospective evaluations is compared with an average moment (or overall attitude) change. The peak is the most intensely positive moment in a positive experience and the trough is the most intensely negative moment in a positive experience. The results show that post-conversational retrospective evaluations are amplified and that the change in the intensity of the trough that has an important role to play in explaining the changes in the retrospective evaluation of the consumption event.

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  • Cowley, Elizabeth, 2014. "Consumers telling consumption stories: Word-of-mouth and retrospective evaluations," Journal of Business Research, Elsevier, vol. 67(7), pages 1522-1529.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:7:p:1522-1529
    DOI: 10.1016/j.jbusres.2014.01.013
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    2. Kapoor, Payal S. & M S, Balaji & Maity, Moutusy & Jain, Nikunj Kumar, 2021. "Why consumers exaggerate in online reviews? Moral disengagement and dark personality traits," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    3. Hernández-Ortega, Blanca, 2020. "When the performance comes into play: The influence of positive online consumer reviews on individuals' post-consumption responses," Journal of Business Research, Elsevier, vol. 113(C), pages 422-435.
    4. Sung Youl Jun & Tae Wook Ju & Hye Kyung Park & Jacob C. Lee & Tae Min Kim, 2023. "Information distortion in word-of-mouth retransmission: the effects of retransmitter intention and source expertise," Asian Business & Management, Palgrave Macmillan, vol. 22(5), pages 1848-1876, November.

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