She Said, She Said: Differential Interpersonal Similarities Predict Unique Linguistic Mimicry in Online Word of Mouth

Resource type
Date created
2017-02
Authors/Contributors
Abstract
This research examines the antecedents, causes, and consequences of linguistic mimicry, which assesses how closely individuals match others’ word use, in online WOM. We examine mimicry of both linguistic style (how things are said) and content (what is said). To our knowledge, this research provides the first demonstration of unique linguistic mimicry, where consumers engaging in online WOM differentially mimic other posters’ word use. Two experiments and one study using field data show that when consumers are personally similar to an individual who has previously posted (e.g., same gender), they mimic this individual’s positive emotion and social word use. When consumers are similar in status to an individual who has previously posted (e.g., same forum ranking), they mimic this individual’s cognitive and descriptive word use. This differential mimicry is driven by affiliation versus achievement goals, respectively, and affects consumers’ engagement in online WOM in terms of posting incidence and volume.
Document
Published as
Moore, Sarah G. and Brent McFerran (2017), "She Said, She Said: Differential Interpersonal Similarities Predict Unique Linguistic Mimicry in Online Word of Mouth". Journal of the Association for Consumer Research, 2 (2), 229-245.
Publication title
Journal of the Association for Consumer Research
Document title
She Said, She Said: Differential Interpersonal Similarities Predict Unique Linguistic Mimicry in Online Word of Mouth
Date
2017
Volume
2
Issue
2
First page
229
Last page
245
Copyright statement
Copyright is held by the author(s).
Scholarly level
Peer reviewed?
Yes
Language
Member of collection
Attachment Size
full_ms.pdf 552.69 KB