Exploring psychological distance and construal level in word-of-mouth intention literature.

Abstract

Word-of-mouth (WOM) communication shapes consumer behaviour and decision-making processes. This research investigates the interplay of psychological distance and construal level theory within word-of-mouth intention, providing insights into how these psychological constructs influence individuals' intentions to engage in WOM communication. The study adopts a comprehensive approach, initiating an in-depth review of the existing literature on word-of-mouth intention. It highlights the relatively underexplored connections between psychological distance and construal level and identifies gaps in our understanding of these constructs in the context of WOM intention. Subsequently, the research undertakes a systematic analysis of studies to assess the integration of psychological distance and construal level theory within WOM intention research. It examines the impact of their inclusion on our comprehension of individuals' intentions to engage in WOM communication. The findings underscore the significant role of psychological distance and construal level in shaping word- of-mouth intentions. These constructs affect not only the motivation to engage in WOM but also the content and context in which WOM communication occurs. This research provides a nuanced understanding of the factors that drive or hinder WOM intention, shedding light on the cognitive and psychological processes that underlie consumer communication. In conclusion, this study contributes to a more comprehensive understanding of how psychological distance and construal level theory can enrich our insights into word-of-mouth intentions, a critical element in contemporary marketing and consumer behaviour. As WOM continues to exert a powerful influence on brand perceptions and purchasing decisions, this research offers valuable insights for academics and practitioners seeking to leverage the dynamics of consumer communication in the digital era.