Working Papers

What Products Do People Talk About and Why? How Product Characteristics and Promotional Giveaways Shape Word-of-mouth

Jonah Berger and Eric Schwartz

Jan 1, 2010

Examines the psychological drivers of word-of-mouth, investigating how product characteristics and campaign giveaways influence the reach and frequency of word-of-mouth. Analyzes a dataset of over 300 buzz marketing campaigns and conducts a field experiment to test causality between environmental cues and word-of-mouth.

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