Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference

EMAC 2019 Annual Conference


Consumer’s response to a Word-of-Mouth solicitation: The effects of solicitation framing and the deadline to influence Word-of-Mouth transmission.
(A2019-10043)

Published: May 28, 2019

AUTHORS

Camille Lacan, IAE - University of Perpignan Via Domitia

KEYWORDS

WOM; message framing; deadline

ABSTRACT

Driven by the rapid evolution of online social networks and Internet, online Word-of-Mouth communications (WOM) are becoming central for developing the visibility of an offer. Drawing on prospect theory and temporal distance, this article examines the response of consumers to a WOM solicitation. Reporting on an experimental setting, this article reveals that a loss-framed solicitation is more effective than a gain-framed one, but only among the most involved contributors. Moreover, the interaction between the time remaining before the campaign deadline and the framing means that a loss-framed message corresponds to stronger temporal discounting. A loss-framed message therefore is more effective than a gain-framed one only if the end of the campaign is near. These findings offer notable implications to encourage consumers in word-of-mouth transmission.