The Mindset to Share: An Exploration of WOM in Digital Media

Yi He, Associate Professor of Marketing

Word-of-mouth (WOM) marketing has recently attracted a great deal of attention from marketers, especially due to the emergence of social media. Three field experiments demonstrate the effects of consumer mindset (i.e., competition vs. collaboration) on narrowcasting and broadcasting intentions and actual behaviors. The results show that a collaborative mindset promotes narrowcasting, whereas a competitive mindset encourages broadcasting. Further, self-affirmation moderates the relationship between consumer mindset and broadcasting. Our findings provide important insights into investment prioritization and resource allocation, when managing WOM campaigns.

Please contact Yi He, if you have any questions about her presentation.

Presentation recorded on October 11th, 2018 at California State University East Bay.

Please contact the help desk if professional captioning is needed for this video. call 510-885-HELP or go to