00000cam a22000004a 4500 UP-1685675941123958438 Buklod 20190522150220.0 a r |||| u| ta 120224s2013 xx a r |001 0|eng d 9789058923493 (iLib)UPTAC-00019221759 EUR UPVTC eng HF 5415.32 A37 2013 Akpinar, Ezki. Consumer information sharing understanding psychological drivers of social transmission Ezgi Akpinar. Rotterdam, Netherlands Erasmus University Rotterdam c2013. 207 p. ill. 24 cm. Thesis / Dissertation to obtain a degree of Doctor from the Erasmus University of Rotterdam .... Includes bibliographical references. Consumers often share experiences, opinions or certain content with others. For example, they suggest restaurants, recommend article posts, share online videos, pass along rumors and complain about customer services. Such word of mouth determines what catches on and become popular among consumers. While research has shown that word of mouth is frequent and important, there has been limited work on understanding what makes certain content more shared than others. This dissertation fills this gap, and explores the psychological drivers that shape consumer information sharing and more broadly cultural success. It integrates various research perspectives and illustrates certain characteristics that make people share some content more than others. First, we study how self-relevance (i.e., high vs. low) impact sharing behavior of product harm information, and this process is moderated by consumer self-construal (independent vs. interdependent). Second, we examine how advertising content can get viral, and how and when this benefits the brand. Finally, we explore how phrases that relate to senses in metaphoric ways (e.g., cold person) lead to higher recall, which contributes their cultural success over time. The practical implications of this dissertation are of interest for professionals in the area of marketing, advertising, and public policy making. From a theoretical point of view, this dissertation has a cross-disciplinary contribution, and relates to the fields of health psychology, advertising, persuasion knowledge, linguistics, embodied cognition and foundations of culture. Tac-2958g donated by UPAA Netherlands on June 24, 2015. Consumer behavior. Word-of-mouth advertising. Contagion (Social psychology) FO UPTAC UPTAC HF 5415.32 A37 2013 Book