Rediscovering Word-of-Mouth: An
Ethnomethodological Analysis of Word-of-Mouth
Rhetorical Methods in an Online Community
Anat Toder–Alon
Frederic Brunel
WOM - AN EXAMPLAR
Seeks advice
Janine
Janine:
I have to get a new crib mattress … well I
have looked for a new mattress at Walmart
and pennies and can not find a hard one! …
is this right? are they now saying babies
have to sleep on a soft surface or a hard
one???
Kori
Provides
information
Janine
Kori:
I read that when picking a mattress, under
100 coils is not enough support, over 200
coils is overkill, so it's best to get a
mattress around 150 coils. I got a Sealy
Maxipedic 160 coil i think it was $79 or $89
Kori
reinforces
Christie
Janine
Christie:
I have read the same stuff Kori has read
about 160 coils being the best thing. Lots of
cheaper mattresses only have 80 coils …
Kori
Christie
Seeks
information
Kylee
Janine
Kylee:
I haven't heard anything about mattresses
or how to pick them, we just bought one
yesterday and we just got the cheapest one,
… I didn't know that there were specifics
for mattress buying, so I hope that it is
okay
Kori
Christie
Elaborates
Kylee
Janine
Kori:
Kylee- there are specifics for buying
mattresses, they should be very very firm for
two reasons ...
Kori
Christie
Accepts information &
Seeks advice
Kylee
Janine
Janine:
thanks ladies, i thought they were
supposed to all be firm! … the bassinet
mattress is … 3/4 inch thick! i spent over 100
bucks on it and i would think it would be a
little thicker, so i am going to look for one of
those as well... anyone else have a problem
with the bassinet mattress???
Kori
Christie
Kylee
Amy
Elaborates,
Seeks advice
Janine
Amy:
Janine, I have a problem with my bassinette
mattress/pad. It is flimsier than a changing
pad! … I didn't think of getting a new one, I
guess that would be good, but it'd have to
fit my bassinette brand exactly, which is
Graco. I guess it's worth looking into!
Kori
Christie
Kylee
Amy
Provides recommendation
Janine
Janine:
amy~ mine is the Graco triad and we got it
through target, bought it over internet,... i saw
one at jcpenny.com and they have a 2 inch
one for like 13.00 which is an awesome
price, so we will see.... maybe this will
help you too!
Kori
Christie
Kylee
Amy
Accepts recommendation
Janine
Amy:
Hey thanks Janine!
I will check the JC Penny at the mall.
$13.00? That's pretty cheap. So worth it
since the one I have I really dislike! Thanks
again
OBSERVATIONS



WOM is basically a conversation
The details of WOM talk ought to be a major object
of investigation
There is more to WOM than a few isolated dyadic
communication routes
Group processes should play a significant role in
WOM communication
The relationships and activities are evolving. They
are temporally located and sequentially produced
Dynamic WOM analysis
REDISCOVERING WOM
Traditional
WOM Research
Participants
• Dyad – Source & Seeker
• Relationships – Static
Analysis
Interaction
• Communication = Black box
• Certain roles
Outcome
• Direct
• One dimensional
WOM as Social Action
Participants
• Group context
• Dynamic analysis
Interaction
• Talk Analysis
• Fluidity of roles
Outcome
• Non-direct
• Multidirectional
RESEARCH GOALS
To explore 2 aspects of a group’s WOM
repertoire:
1. Typology
To demonstrate the existence of different
methods of WOM rhetoric
2. Dynamic
To explore the conditions of interaction that
give rise to different WOM rhetorics
SETTING THE SCENE
 Online communities

provide an opportunity to unobtrusively
observe and capture WOM communication
 BabyCenter.com - a site for new & expectant
parents


Birth clubs bulletin boards are organized
according to "due date“
enables to analyze changes and trends within
the community from inception to decline
Members-generated
Content
Published Content
SETTING THE SCENE
 Unit of analysis


the verbatim thread transcripts
operationalized as a post (seed) with all
replies
DATA
 The complete text of all messages of a one
bulletin board - November 2003
 9 months period (from March - the period that
participants were discovering that they are
pregnant and due in November)
 12162 threads were reviewed.
1076 threads were archived for further
analysis (60.3 MB in HTML files)
 WOM conversations (661 threads)
WOM INITIATION
Components
Methods
Seeker’s Self Introduction
 Categorization as individual or
as part of a group
Subject Matter Formulation
 Full diagnosis, problem only
or solution only
Responder’s Entitlement
 Experience or group
membership
Requested Response Framing
 Paradigmatic versus Narrative
WOM INITIATION
Components
Methods
Seeker’s Self Introduction
 Categorization as individual or
as part of a group
Subject Matter Formulation
 Full diagnosis, problem only
or solution only
Responder’s Entitlement
 Experience or group
membership
Requested Response Framing
 Paradigmatic versus Narrative
SELF CATEGORIZATION –
EXTENDED GROUP
Cloth versus disposable diapers
I'm a first time mom and I was wondering the
pros and cons of having cloth diapers. In my
babybook that I got it says that a newborn
usually goes through 80 diapers a week! I'm
trying to save money but are cloth diapers
worth the hassle?
SELF CATEGORIZATION –
EXTENDED GROUP
Cloth versus disposable diapers
I'm a first time mom and I was wondering the
pros and cons of having cloth diapers. In my
babybook that I got it says that a newborn
usually goes through 80 diapers a week! I'm
trying to save money but are cloth diapers
worth the hassle?
SELF CATEGORIZATION – AN
INDIVIDUAL
Medela Pumps - Mini-electric vs. PIS ((pump in style))
This is a question for those who have pumped before
... I plan to breastfeed, and I want to continue to do
so for as long as possible. I will be working from
home, so I won't be needing to pump away from
home all day… Since I haven't breastfed or pumped
before (since this is baby #1), it is reasonable to think
that I'll only need a smaller, less powerful pump (like
the Medala Mini-Electric or the Avent Isis), or should I
splurge and get the PIS just because it is so much
better (even though I won't be using it "full time") …
SELF CATEGORIZATION – AN
INDIVIDUAL
Medela Pumps - Mini-electric vs. PIS ((pump in style))
This is a question for those who have pumped before
... I plan to breastfeed, and I want to continue to do
so for as long as possible. I will be working from
home, so I won't be needing to pump away from
home all day. Since I haven't breastfed or pumped
before (since this is baby #1), it is reasonable to think
that I'll only need a smaller, less powerful pump (like
the Medala Mini-Electric or the Avent Isis), or should I
splurge and get the PIS just because it is so much
better (even though I won't be using it "full time") …
WOM INITIATION
Components
Methods
Seeker’s Self Introduction
 Categorization as individual or
as part of a group
Subject Matter Formulation
 Full diagnosis, problem only
or solution only
Responder’s Entitlement
 Experience or group
membership
Requested Response Framing
 Paradigmatic versus Narrative
FORMULATION OF THE SUBJECT
MATTER – FULL DIAGNOSIS
Medela Pumps - Mini-electric vs. PIS
This is a question for those who have pumped before ... I plan to
breastfeed, and I want to continue to do so for as long as
possible. I will be working from home, so I won't be needing to
pump away from home all day -- I'll be pretty much available to
baby whenever he/she needs. I expect that I'll need to pump the
occasional bottle so I can leave baby with a sitter or go to a
meeting, etc. Since I haven't breastfed or pumped before (since
this is baby #1), it is reasonable to think that I'll only need a
smaller, less powerful pump (like the Medala Mini-Electric or the
Avent Isis), or should I splurge and get the PIS just because it is
so much better (even though I won't be using it "full time") And
do you think I'll find that I pump more than I anticipate? I will
(god willing) have at least one more child after this. Assume I
have no one to borrow or purchase a used PIS from (and DH
((dear husband)) is not fond of the e-bay idea …
FORMULATION OF THE SUBJECT
MATTER – FULL DIAGNOSIS
Medela Pumps - Mini-electric vs. PIS
This is a question for those who have pumped before ... I plan to
breastfeed, and I want to continue to do so for as long as
possible. I will be working from home, so I won't be needing to
pump away from home all day -- I'll be pretty much available to
baby whenever he/she needs. I expect that I'll need to pump the
occasional bottle so I can leave baby with a sitter or go to a
meeting, etc. Since I haven't breastfed or pumped before (since
this is baby #1), it is reasonable to think that I'll only need a
smaller, less powerful pump (like the Medala Mini-Electric or the
Avent Isis), or should I splurge and get the PIS just because it is
so much better (even though I won't be using it "full time") And
do you think I'll find that I pump more than I anticipate? I will
(god willing) have at least one more child after this. Assume I
have no one to borrow or purchase a used PIS from (and DH
((dear husband)) is not fond of the e-bay idea …
FORMULATION OF THE SUBJECT
MATTER – SOLUTION ONLY
best hpt ((home pregnancy test))
I was wondering if you could share some info
with me? I wanted to know what is the best
hpt to buy. Which is the most sensitive and
how many days past ovulation can I test. I
suspect that I may be pregnant and I have no
patience to wait, Thanks for your help.
FORMULATION OF THE SUBJECT
MATTER – SOLUTION ONLY
best hpt ((home pregnancy test))
I was wondering if you could share some info
with me? I wanted to know what is the best
hpt to buy. Which is the most sensitive and
how many days past ovulation can I test. I
suspect that I may be pregnant and I have no
patience to wait, Thanks for your help.
WOM INITIATION
Components
Methods
Seeker’s Self Introduction
 Categorization as individual or
as part of a group
Subject Matter Formulation
 Full diagnosis, problem only
or solution only
Responder’s Entitlement
 Experience or group
membership
Requested Response Framing
 Paradigmatic versus Narrative
ENTITELMENT - EXPERIENCE
Medela Pumps - Mini-electric vs. PIS
This is a question for those who have pumped
before ... I plan to breastfeed, and I want to
continue to do so for as long as possible. I will
be working from home, so I won't be needing
to pump away from home all day -- I'll be
pretty much available to baby whenever
he/she needs…
ENTITELMENT - EXPERIENCE
Medela Pumps - Mini-electric vs. PIS
This is a question for those who have pumped
before ... I plan to breastfeed, and I want to
continue to do so for as long as possible. I will
be working from home, so I won't be needing
to pump away from home all day -- I'll be
pretty much available to baby whenever
he/she needs…
ENTITELMENT – MEMBERSHIP
IN AN EXTENDED GROUP
Best diapers
For those experienced moms out there, what do you
think is the best brand of disposable diapers? There
are so many out there I wouldn't know which to
choose
Furniture question
For all you "veterans", I'm wondering about nursery
furniture. We can afford to buy the really expensive,
heavy duty, solid wood etc. stuff, which I originally
thought to get. However, that was in the beginning,
when it was going to be "nothing but the best" for
baby. Now, I'm back to being my practical, hate to
waste money self, and want to just get what is
necessary …
ENTITELMENT – MEMBERSHIP
IN AN EXTENDED GROUP
Best diapers
For those experienced moms out there, what do you
think is the best brand of disposable diapers? There
are so many out there I wouldn't know which to
choose
Furniture question
For all you "veterans", I'm wondering about nursery
furniture. We can afford to buy the really expensive,
heavy duty, solid wood etc. stuff, which I originally
thought to get. However, that was in the beginning,
when it was going to be "nothing but the best" for
baby. Now, I'm back to being my practical, hate to
waste money self, and want to just get what is
necessary …
WOM INITIATION
Components
Methods
Seeker’s Self Introduction
 Categorization as individual or
as part of a group
Subject Matter Formulation
 Full diagnosis, problem only
or solution only
Responder’s Entitlement
 Experience or group
membership
Requested Response Framing
 Paradigmatic versus Narrative
THE REQUESTED RESPONSE PARADIGMATIC
 Formal tools of validation, analytical,
functional, general, non-personal, context
independent
Examples:
Product characteristics, comparison between
alternative brands based on objective
attributes
THE REQUESTED RESPONSE PARADIGMATIC
Cloth versus disposable diapers
I'm a first time mom and I was wondering the
pros and cons of having cloth diapers. In my
babybook that I got it says that a newborn
usually goes through 80 diapers a week! I'm
trying to save money but are cloth diapers
worth the hassle?
THE REQUESTED RESPONSE PARADIGMATIC
Cloth versus disposable diapers
I'm a first time mom and I was wondering the
pros and cons of having cloth diapers. In my
babybook that I got it says that a newborn
usually goes through 80 diapers a week! I'm
trying to save money but are cloth diapers
worth the hassle?
THE REQUESTED RESPONSE NARRATIVE
 Specific, personal, context-dependent
Examples:
Anecdotal descriptions of particular incidents,
utilizing narrative tools, drama, human
intentions and actions
THE REQUESTED RESPONSE NARRATIVE
Two cribs or a big kid bed
I'm interested to see what other people facing the 2under-2 situation are doing about this. My ds ((dear
son)) will be about 17 months when the new baby
arrives, which is early for a big boy bed - but he's
already the size of an 18-month-old … I've thought
about just having the new baby sleep in the pack-nplay (slightly bigger than our bassinet) for a while …
What are other people with small children doing
about this, or what did you do if you've already been
in the situation? I go back and forth on it just about
every day!
THE REQUESTED RESPONSE NARRATIVE
Two cribs or a big kid bed
I'm interested to see what other people facing the 2under-2 situation are doing about this. My ds ((dear
son)) will be about 17 months when the new baby
arrives, which is early for a big boy bed - but he's
already the size of an 18-month-old … I've thought
about just having the new baby sleep in the pack-nplay (slightly bigger than our bassinet) for a while …
What are other people with small children doing
about this, or what did you do if you've already
been in the situation? I go back and forth on it just
about every day!
WOM INITIATION CONCLUSION
 The sense of WOM initiation is accomplished
through participants’ meaningful selection of
categories
 Assumption: the methods initiators choose to
formulate the WOM initiation make relevant
for different WOM responses
WOM RESPONSE
Components
Methods
Foundation of Authority
Formal sources / experience
Behavior / Intention to behave
Advice Form
Paradigmatic versus Narrative
Advice Rhetoric
Object versus Person-oriented
Self versus Other-referential
Advice Upshot
Information, recommendation,
Warning, Instructions,
Evaluation, Avoidance
WOM RESPONSE
Components
Methods
Foundation of Authority
Formal sources / experience
Behavior / Intention to behave
Advice Form
Paradigmatic versus Narrative
Advice Rhetoric
Object versus Person-oriented
Self versus Other-referential
Advice Upshot
Information, recommendation,
Warning, Instructions,
Evaluation, Avoidance
FOUNDATION OF AUTHORITY –
FORMAL SOURCES
Dummies – pacifiers
I am not trying to have a debate either, but
our pediatrician told us with ds ((dear son))
that it is better for their teeth than sucking
thumb …and it shouldn't cause problems with
buck teeth…
FOUNDATION OF AUTHORITY –
FORMAL SOURCES
Dummies – pacifiers
I am not trying to have a debate either, but
our pediatrician told us with ds ((dear son))
that it is better for their teeth than sucking
thumb …and it shouldn't cause problems with
buck teeth…
FOUNDATION OF AUTHORITY EXPERIENCE
Strollers and car seats
We bought the Evenflo Travel System. I
would NEVER recommend it to anyone! The
car seat is great, it is the stroller that is
terrible … one day I was pushing the stroller
with dd ((dear daughter)) in it, and the
WHEEL fell off! Talk about a big safety
issue…
FOUNDATION OF AUTHORITY EXPERIENCE
Strollers and car seats
We bought the Evenflo Travel System. I
would NEVER recommend it to anyone! The
car seat is great, it is the stroller that is
terrible … one day I was pushing the stroller
with dd ((dear daughter)) in it, and the
WHEEL fell off! Talk about a big safety
issue…
FOUNDATION OF AUTHORITY –
MULTIPLE METHODS
Where I can get a sling tonight
For this pg ((pregnancy)) I have purchased
an Over The Shoulder Baby Holder sling,
upon recommendation of my neighbor who is
a very experienced mom and a breastfeeding
machine. I also did a lot of internet research,
and decided this would fit my needs best. I
have already received it, although I am still
waiting for Baby #2 to make his debut.
Already I can tell that my newborn won't get
lost in it like my older son did with the Nojo…
WOM RESPONSE
Components
Methods
Foundation of Authority
Formal sources / experience
Behavior / Intention to behave
Advice Form
Paradigmatic versus Narrative
Advice Rhetoric
Object versus Person-oriented
Self versus Other-referential
Advice Upshot
Information, recommendation,
Warning, Instructions,
Evaluation, Avoidance
FORM OF WOM ADVICE PARADIGMATIC
Diapers – what kind are you using?
I have been using cloth diapers for about 18mos now
with my first son … For me the reasons are as
follows (in order of priority):
1. Minimizing contact with toxic chemicals …
2. Environment. Human waste should be treated and
not added to landfills …
3. Other health reasons. …
4. Easier clean up. …
5. Cost. …
6. Cute…
FORM OF WOM ADVICE PARADIGMATIC
Diapers – what kind are you using?
I have been using cloth diapers for about 18mos now
with my first son … For me the reasons are as
follows (in order of priority):
1. Minimizing contact with toxic chemicals …
2. Environment. Human waste should be treated and
not added to landfills …
3. Other health reasons. …
4. Easier clean up. …
5. Cost. …
6. Cute…
FORM OF WOM ADVICE NARRATIVE
Dummies / pacifiers
My ds ((dear son)) is 2 1/2 and he still uses his "binkie"
((pacifier)) … it drives my dh (dear husband) crazy that he uses
it so much but it really doesn't bother me … They gave us one in
the hospital they provided it and he took to it right away, … both
of my nephews had them till they were at least 3 or older and
then the "plug fairy" came and exchanged them for toys … I
sucked one when I was little and when my parents took it away I
started sucking my thumb … and my teeth stick out a bit, I am
waiting until after the baby and going to get checked for braces
cause they bother me so bad, so in my opinion, not debate I
would rather them suck a pacifier than their thumb or finger.
WOM RESPONSE
Components
Methods
Foundation of Authority
Formal sources / experience
Behavior / Intention to behave
Advice Form
Paradigmatic versus Narrative
Advice Rhetoric
Object versus Person-oriented
Self versus Other-referential
Advice Upshot
Information, recommendation,
Warning, Instructions,
Evaluation, Avoidance
ADVICE RHETORIC
Definition - the ‘launch pad’ (justifications or
refutations) from which the claims or arguments
are originating
ADVICE RHETORIC – OBJECT
ORIENTED
Breast pumps
I have both an Avent Isis and the Medela Pump in Style.
Avent Isis: For a manual pump, very easy to use. Way too many
parts to wash and I had a hard time keeping track of the little
pieces sometimes. Priced right … Quiet totally portable …
Pump in style. Bigger, more expensive. Needs outlet or battery.
Easy to use, … Double pumping is possible. Fewer parts to
wash… Perfect for going back to work. … Takes about 15 min to
do both sides, I got about 10-11 oz total. Good customer
service.
So see what your needs are. Try the Avent first, but if you find it
isn't working as well as you hoped. you may need to go up to a
double electric
ADVICE RHETORIC – OBJECT
ORIENTED
Breast pumps
I have both an Avent Isis and the Medela Pump in Style.
Avent Isis: For a manual pump, very easy to use. Way too many
parts to wash and I had a hard time keeping track of the little
pieces sometimes. Priced right … Quiet totally portable …
Pump in style. Bigger, more expensive. Needs outlet or battery.
Easy to use, … Double pumping is possible. Fewer parts to
wash… Perfect for going back to work. … Takes about 15 min to
do both sides, I got about 10-11 oz total. Good customer
service.
So see what your needs are. Try the Avent first, but if you find it
isn't working as well as you hoped. you may need to go up to a
double electric
ADVICE RHETORIC – PERSON
ORIENTED
Vroooom
My hubby and I are a bit eccentric (tattoos, lost track
of the body piercings) and I would never think of
myself as the mini-van type but that is what we have
to have now. I love the way SUV's look and feel but
they drink up the gas. … I am planning to buy a
Dodge Caravan. They get great gas mileage and
have a good safety rating. … My hubby worked as a
car salesman for a long time so he said we would
stay away from SUV's unless money suddenly
started growing on trees
ADVICE RHETORIC – PERSON
ORIENTED
Vroooom
My hubby and I are a bit eccentric (tattoos, lost track
of the body piercings) and I would never think of
myself as the mini-van type but that is what we have
COUNTERto have now. I love the
way SUV's look and feel but
they drink up the DISPOSITIONAL
gas. … I am planning to buy a
Dodge Caravan.CONSTRUCTION
They get great gas mileage and
have a good safety rating. … My hubby worked as a
car salesman for a long time so he said we would
stay away from SUV's unless money suddenly
started growing on trees
ADVICE RHETORIC – SELF
REFERENTIAL
Double stroller question
When dd ((dear daughter)) was born I went
on the "oh, ds ((dear son)) won't sit in it
anyway, so why bother" theory and within 2
months I was begging for a double! We still
use ours on an almost daily basis and it is by
far the best investment I made for my kids! …
I don't know how I'd get by without a double
stroller with my two, and certainly not with 3!
ADVICE RHETORIC – SELF
REFERENTIAL
Double stroller question
When dd ((dear daughter)) was born I went
on the "oh, ds ((dear son)) won't sit in it
anyway, so why bother"
theory and within 2
COUNTER
months I was begging
for a double! We still
(SELF)
EXPERIENCE
use ours on an almost
daily basis and it is by
far the best investment I made for my kids! …
I don't know how I'd get by without a double
stroller with my two, and certainly not with 3!
ADVICE RHETORIC – OTHER
REFERENTIAL
Problems with daughter
I don't have any first-hand experience with 10-year
old girls, but I do think counseling is an excellent
idea. It sounds like something is bothering your dd
(dear daughter) … I do remember you saying that
you went for counseling, but it was too expensive and
stopped. Maybe you can fight to get some coverage
through your insurance company. If not, free
counseling from your church or her school (as
someone else already mentioned) might help …
ADVICE RHETORIC – OTHER
REFERENTIAL
Problems with daughter
I don't have any first-hand experience with 10-year
old girls, but I do think counseling is an excellent
idea. It sounds like something is bothering your dd
(dear daughter) … I do remember you saying that
you went for counseling, but it was too expensive and
stopped. Maybe you can fight to get some coverage
through your insurance company. If not, free
counseling from your church or her school (as
someone else already mentioned) might help …
WOM RESPONSE
Components
Methods
Foundation of Authority
Formal sources / experience
Behavior / Intention to behave
Advice Form
Paradigmatic versus Narrative
Advice Rhetoric
Object versus Person-oriented
Self versus Other-referential
Advice Upshot
Information, recommendation,
Warning, Instructions,
Evaluation, Avoidance
ADVICE UPSHOT
Information
LilyPads
I'm a day late and a dollar short on this, as usual. But I DO have
info on coping with overactive letdown, for those of you that
have to deal with it:
An overactive letdown may make feeding more difficult for your
baby, but it won't harm him ((…)) LLL ((lalecheleague)) lists
these as common side effects of an Overactive Let-Down:
Mother may experience: * Strong or even painful sensation
when milk ejects ((…))
Baby may exhibit: * Fussiness and/or gassiness ((…))
Try the following: Nurse on only one breast per feeding ((…))
Overactive Let-Down: Consequences and Treatments
http://www.lalecheleague.org/NB/LVSepOct95p71NB.html
ADVICE UPSHOT
Warning
Medela pump – Mini Electric vs. PIS
Please, please, please, please avoid the Gerber/Playtex/Evenflo
pumps…not only are they ineffective (which can really
jeopardize your milk supply), but I have also heard of women
actually getting tissue damage from using the darned things!
Yikes!
Instructions
Where I can get a sling tonight
Just a word of caution *Try it before you buy it*. I bought the
Nojo Dr Sears sling for Sam, he hated it until he was old enough
to sit up. By that time, I hated it, because it dug into my
shoulders. You should be able to find that one at toysrus or
babiesrus, possibly target also. I am taking my baby with me
when I go to get my baby bjorn …
WOM ADVICE - CONCLUSION
 The invoked device categories provide for
reading the WOM response in different ways
due to particular category selection and
arrangement of items
NEXT STEPS
1. WOM Interaction
2. Community Level of Analysis
NEXT STEPS
1. WOM Interaction

Do different methods of WOM initiations
provide possibilities for different methods of
WOM responses?
2. Community Level of Analysis
NEXT STEPS
1. WOM Interaction
2. Community Level of Analysis


Do WOM acts or WOM episodes (the microdiscursive levels) somehow add up to a community
WOM genre repertoire? And If so how?
How do the macro-levels (e.g., intra-community
relationships, community life-span) contextualize the
micro-levels?
THANK YOU!
CRITICS of PAST WOM RESEARCH
1.
WOM talk as a black box
(Godes & Mayzlin, 2002, Dobele & Ward, 2002)
2.
Individualistic paradigm / dyadic context
(Brown & Reingen, 1987; Bristor, 1990; Bansal & Voyer, 2000; Gilly, et al 1998)
3.
WOM episode analyzed as a static,
instantaneous and ephemeral event
(Buttle, 1998)
FOUNDATIONS OF WOM
Traditional
WOM Research
Participants
Source characteristics
• Opinion leaders
• Market mavens
• Expertise
• Knowledge
Seeker characteristics
• Level of experience
Participants Relationships
• Homophily
• Tie strength
Interaction
Motives for WOM
• Risk
• Price
• Involvement
• Self-enhancement
• Concern for others
• Levels of satisfaction
Content of WOM
• Positive/Negative
Roles
• Static
• One seeker, one source
Outcome
Outcome =
f (source characteristics,
participants relationships,
WOM valence,
passive/active receiver
role enactment,
type of decision ….)
ETHNOMETHODOLOGY
 Talk as it is actually used in social interaction
in its concrete details
 Texts of naturally occurring WOM analyzed
for what the participants orient to in producing
its orderliness
(Garfinkel, 1996; Sacks, 1972; Psathas, 1995; Hester & Eglin, 1997)
ADVICE SCHEMA
2 advice schema typology pairings:
1. Object-oriented versus Person-oriented
2. Self (i.e., provider) referential versus Other
(i.e., seeker) referential