Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Is Facebook actually making communication about products and brands more interesting?

29.07.2013
Communication channels such as Facebook may be leading consumers to discuss more interesting products, according to a new study in the Journal of Consumer Research.

"Whereas oral communication tends to be instantaneous (one person says something and then another responds almost immediately), written conversations tend to have longer gaps (consumers respond to e-mails, texts, or Facebook messages hours or days later).

Rather than saying whatever comes to mind, consumers can take the time to think about what to say or edit their communication until it is polished," write authors Jonah Berger and Raghuram Iyengar (both Wharton School of the University of Pennsylvania).

New technologies have dramatically changed how we communicate. Instead of talking face-to-face or over the phone, consumers can now e-mail, text, tweet, or message back and forth on Facebook.

In one study, asking consumers to communicate via written rather than oral communication (or merely asking consumers to pause before speaking) led them to talk about more interesting products and brands. The authors also analyzed data from tens of thousands of conversations and found that more interesting products and brands (Apple) are discussed more than mundane products (Windex) in online communication.

Written communication gives consumers more time to construct and refine what they say. As a result, consumers mention more interesting products and brands (Google Glass rather than Colgate toothpaste) compared to oral communication.

"Consumers have a natural tendency to talk about things that make them look good. But selecting the right thing to say requires time. In oral communication, consumers talk about whatever is top-of-mind (the weather), but written communication gives them the opportunity to select more interesting things to say," the authors conclude.

Jonah Berger and Raghuram Iyengar. "Communication Channels and Word of Mouth: How the Medium Shapes the Message." Journal of Consumer Research: October 2013. For more information, contact Jonah Berger (jberger@wharton.upenn.edu) or visit http://ejcr.org/.

Mary-Ann Twist | EurekAlert!
Further information:
http://www.wisc.edu

More articles from Studies and Analyses:

nachricht Innovative genetic tests for children with developmental disorders and epilepsy
11.07.2018 | Christian-Albrechts-Universität zu Kiel

nachricht Oxygen loss in the coastal Baltic Sea is “unprecedentedly severe”
05.07.2018 | European Geosciences Union

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Future electronic components to be printed like newspapers

A new manufacturing technique uses a process similar to newspaper printing to form smoother and more flexible metals for making ultrafast electronic devices.

The low-cost process, developed by Purdue University researchers, combines tools already used in industry for manufacturing metals on a large scale, but uses...

Im Focus: First evidence on the source of extragalactic particles

For the first time ever, scientists have determined the cosmic origin of highest-energy neutrinos. A research group led by IceCube scientist Elisa Resconi, spokesperson of the Collaborative Research Center SFB1258 at the Technical University of Munich (TUM), provides an important piece of evidence that the particles detected by the IceCube neutrino telescope at the South Pole originate from a galaxy four billion light-years away from Earth.

To rule out other origins with certainty, the team led by neutrino physicist Elisa Resconi from the Technical University of Munich and multi-wavelength...

Im Focus: Magnetic vortices: Two independent magnetic skyrmion phases discovered in a single material

For the first time a team of researchers have discovered two different phases of magnetic skyrmions in a single material. Physicists of the Technical Universities of Munich and Dresden and the University of Cologne can now better study and understand the properties of these magnetic structures, which are important for both basic research and applications.

Whirlpools are an everyday experience in a bath tub: When the water is drained a circular vortex is formed. Typically, such whirls are rather stable. Similar...

Im Focus: Breaking the bond: To take part or not?

Physicists working with Roland Wester at the University of Innsbruck have investigated if and how chemical reactions can be influenced by targeted vibrational excitation of the reactants. They were able to demonstrate that excitation with a laser beam does not affect the efficiency of a chemical exchange reaction and that the excited molecular group acts only as a spectator in the reaction.

A frequently used reaction in organic chemistry is nucleophilic substitution. It plays, for example, an important role in in the synthesis of new chemical...

Im Focus: New 2D Spectroscopy Methods

Optical spectroscopy allows investigating the energy structure and dynamic properties of complex quantum systems. Researchers from the University of Würzburg present two new approaches of coherent two-dimensional spectroscopy.

"Put an excitation into the system and observe how it evolves." According to physicist Professor Tobias Brixner, this is the credo of optical spectroscopy....

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

Leading experts in Diabetes, Metabolism and Biomedical Engineering discuss Precision Medicine

13.07.2018 | Event News

Conference on Laser Polishing – LaP: Fine Tuning for Surfaces

12.07.2018 | Event News

11th European Wood-based Panel Symposium 2018: Meeting point for the wood-based materials industry

03.07.2018 | Event News

 
Latest News

A smart safe rechargeable zinc ion battery based on sol-gel transition electrolytes

20.07.2018 | Power and Electrical Engineering

Reversing cause and effect is no trouble for quantum computers

20.07.2018 | Information Technology

Princeton-UPenn research team finds physics treasure hidden in a wallpaper pattern

20.07.2018 | Materials Sciences

VideoLinks
Science & Research
Overview of more VideoLinks >>>