营销管理系学术讲座2017年第14期（总第37期）：Word of Mouth vs. Word of Mouse: How Speaking vs. Writing about a Brand Affects the Communicator

发布者：朱汉彬发布时间：2017-11-24浏览次数：127

主　　题：	Word of Mouth vs. Word of Mouse: How Speaking vs. Writing about a Brand Affects the Communicator
主讲嘉宾：	沈浩副教授
主持人：	费显政教授
时　　间：	2017年11月28日(周二) 10:00-11:30
地　　点：	文泉楼北5楼德鲁克
主办单位：	工商管理学院营销管理系

嘉宾简介：	沈浩，营销学博士，香港中文大学营销系副教授，博导。其研究方向为消费者行为、情绪、感官营销、文化、自动化等。在国际顶级营销和心理期刊，包括JCR， JMR， JCP， JPSP， JESP等，发表论文十几篇。曾荣获美国消费者心理杂志2008年度年轻学者贡献奖，香港中文大学2011年青年学者研究成就奖，美国营销科学学会2015年度青年学者奖。
内容简介：	This research merges insights from the communications literature with that on the self-brand connection to examine a novel question: how does speaking vs. writing about a liked brand influence the communicator’s own later reactions to that brand? Our conceptualization argues that because oral communication involves a greater focus on social interaction with the communication recipient than does written communication, oral communicators are more likely to express self-related thoughts than are writers, thereby increasing their self-brand connection (SBC). We also assess the implications of this conceptualization, including the identification of theoretically-derived boundary conditions for the speech-writing difference, and the downstream effects of heightened SBC. Results from four studies provide support for our predictions, informing both the basic literature on communications, and the body of work on consumer word-of-mouth.