The Influence of Consumer's Lay Rationalism on Electronic Entrepreneur-Related Word of Mouth

Abstract

Consumers often share and discuss information about entrepreneurs' behaviors on the Internet. Research has found that this electronic entrepreneur-related word of mouth (EEWOM) has a sizable impact on brand and consumer behavior. While some research has started to examine the consequences of EEWOM, few studies have explored how different types of entrepreneur behavior (in this case, philanthropic versus economic) drive this form of WOM. Across three experiments, this paper demonstrates that philanthropic behavior (compared to economic behavior) encourages a higher intention to share EEWOM. Additionally, consumers lower in lay rationalism exhibited higher amounts of liking toward the entrepreneur, driven by their perceptions of the entrepreneur's altruism. This research sheds light on the interplay between entrepreneurial behavior, consumers' lay rationalism, and WOM and thus offers some practical implications for marketing managers.