How Word of Mouth Influences the Storyteller: Does the Effect Replicate in China?

Abstract

Moore (2012, JCR) focuses on how specific linguistic content in word of mouth (WOM) influences North American storytellers. This research attempts to replicate her research with Chinese storytellers’ hedonic experiences. Influenced by Confucianism, Chinese storytellers’ evaluations are generally lowered by explaining language, yet less negative than North American storytellers’ evaluations.