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From the Archives: Surprise Inspires WOM

It's common knowledge that emotional marketing is good marketing. But one emotion in particular -- surprise -- is key in effective WOM campaigns, according to a 2003 pilot study in the Journal of Economic Psychology. The authors of the study, French researchers Christian Derbaix and Joelle Vanhamme, found a strong correlation between surprise, subsequent emotions and the frequency of WOM, concluding that pleasantly surprising experiences foster positive word of mouth while bad surprises foster negative word of mouth; the more intense the surprise, they add, the stronger the WOM.

Go to the Journal of Economic Psychology's website

Read the report (Word document)

Posted by WOMMA Editor on September 13, 2006 11:58 AM

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