T A B L E I

Motives for Word-Of-Mouth Communication Behaviour Identified In the Literarture

Author(s) Motive Description

Dichter (1996)
Engel, Blackwell, & Miniard
Product-involvement A customer feels so strongly about
the product that a pressure builds up
in wanting to do something about it,
recommending the product to the
others reduces the tension coused by
the consumption experience
Self-involvement The product serves as a means
through which the speaker can
gratify certain emotional needs
Other-involvement Word-of-mouth activity addres the
need to give something to the
reciver
Message-involvement Refers to discussion which is
stimulated by advertiments,
commercials, or public relations
Involvement Level of interest or involvement in
the topic under consideration serves
to stimulate discussion
Self-enchanment Recommendations allow person to
gain attention, show
connoisseurship, suggest satatus,
give the impression of possessing
inside information, and assert
superiority
Concern for others