Word-of-mouth communication as helping behavior

Word of mouth (WOM) is an important source of marketplace information for consumers, but little is known about the underlying drivers of word-of-mouth behavior from the perspective of the potential communicator. A person who acquires marketplace information must decide whether to transmit that information to others, and WOM occurs only if a person is motivated to talk after weighing the associated costs and benefits. Although WOM information can benefit recipients by aiding them in making better marketplace decisions, transmitting this information can come at some cost to the communicator. This dissertation research develops a cost-benefit framework to systematically test the effect of individual differences in values related to concern for others (e.g. altruistic values) and their effects on WOM. Results from a series of experiments suggest that the WOM likelihood of persons for whom these values are highly central is sensitive to the perceived benefit of information to others, whereas the WOM likelihood of persons for whom these values are less central is sensitive to the perceived cost of communication to oneself. Contributions to the WOM, helping, and values literatures are discussed.