Note: / This dissertation demonstrates that people engage in word-of-mouth (WOM)communication not only to exchange information so as to make better choices, but alsoto establish social connections with others. Specifically, we find that people exchangeemotional information more often than cognitive information in WOM. / Cette thèse démontre que les gens communiquent par bouche à oreille nonseulement pour échanger l'information afin de faire de meilleurs choix, mais égalementpour établir des rapports sociaux avec les autres. Spécifiquement, nous trouvons que lesgens partagent l'information émotive plus souvent que l'information cognitive enbouche à oreille.
| Identifer | oai:union.ndltd.org:LACETR/oai:collectionscanada.gc.ca:QMM.107476 |
| Date | January 2008 |
| Creators | Huang, Lei |
| Contributors | Barlas, Sema (Supervisor) |
| Publisher | McGill University |
| Source Sets | Library and Archives Canada ETDs Repository / Centre d'archives des thèses électroniques de Bibliothèque et Archives Canada |
| Language | English |
| Detected Language | French |
| Type | Electronic Thesis or Dissertation |
| Format | application/pdf |
| Coverage | Doctor of Philosophy (Desautels Faculty of Management.) |
| Rights | All items in eScholarship@McGill are protected by copyright with all rights reserved unless otherwise indicated. |
| Relation | alephsysno: 3802054, Theses scanned by McGill Library, Theses scanned by McGill Library. |
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