Generating positive word of mouth (WOM): An integrative and practical approach : A thesis submitted in partial fulfilment of the requirements for the degree of Doctor of Philosophy at Lincoln University

Abstract

The consumer behaviour of sending positive word of mouth (WOM) messages about products to other consumers is known to have a considerable impact on the receiver’s decision making and hence on the financial well-being of product providers. Therefore, marketing professionals and theoreticians have long sought to explore ways to predict and stimulate this behaviour. However, despite previous attempts made in pursuance of this goal, predicting and influencing this behaviour remains a challenge. After reviewing and discussing such attempts, this thesis proposes a new theoretical framework for the dissemination of positive WOM. The framework adopts a new conceptualisation of this phenomenon by contextualising it into three distinct categories with each category having a different set of predictors. These categories are: dissemination of unsolicited pre-consumption positive WOM, dissemination of unsolicited post-consumption positive WOM, and dissemination of solicited positive WOM. Further, the framework is posited to be applicable to the dissemination of both offline and online positive WOM. Furthermore, it is argued in the framework that salience in predicting the two unsolicited WOM category shifts from one predictor to another according to the typological congruence between a predictor and a conditioning variable. This typological congruence is based on the experiential and analytical systems of thinking. Empirical testing covered only the prediction of unsolicited post-consumption positive WOM using multiple and hierarchical regressions and self-reported data from four hundred and eight respondents. This WOM category was predicted by the two variables of exceeding expectations and wanting to help and conditioned by three types of consumption (hedonic, utilitarian, and utilidonic). As hypothesised, it was found that in utilitarian consumption, wanting to help was a stronger predictor of the outcome variable than exceeding expectations; whereas in hedonic consumption, exceeding expectations was the stronger predictor. In utilidonic consumption however, wanting to help emerged as the stronger predictor; this was opposite to what was hypothesised. Finally, implications, both theoretical and practical and future research opportunities are identified.